Rum Brand Champions 2015

RUM BRAND CHAMPION 2015: TANDUAY

The mighty rum goliath Bacardi has finally lost its title of the world’s best-selling rum brand to local giant McDowell’s No.1 Celebration by a mere 90,000 cases – which in rum volume terms is a hair’s breadth.

However, both brands experienced declines in 2014 and have missed out on the Rum Brand Champion 2015 title, which has been bestowed upon Philippines-based Tanduay, the come-back kid of the rum world. Having experienced dramatic declines in 2013 when volumes plummeted by five million cases, the brand saw an impressive increase of 19% last year, the most of any rum brand among the million-case sellers.

Tanduay attributed this growth to an “aggressive” new campaign for its flagship expression, launched in celebration of the group’s 160th anniversary. The campaign presented the brand as a “symbol of the Filipino character” depicting “perseverance and resilience in challenging environments”.

Scroll to the bottom of the page to see the rest of our Brand Champions 2015.