Tanduay rum premieres in Europe with Benelux deal

Philippine rum producer Tanduay has secured distribution in Belgium, the Netherlands and Luxembourg, marking its European debut.

Tanduay is the world’s biggest-selling rum and one of the top-selling spirits in the world, led by its strong performance in its home country of the Philippines.

According to The Spirits Business‘ 2021 Brand Champions report, it was the only million-case rum brand to register double-digit growth last year, with sales climbing 16.6% to 23.9 million cases.

Now the producer has expanded into Europe, targeting Benelux through a deal with independent distributor Alcobrands.

Lucio Tan III, president and CEO of Tanduay, said: “Our international partnerships have been crucial to our success in recent years. Through our partnership with Alcobrands, we look forward to further expanding our brand in Europe.”

The distributor plans to lead its premium rum range with Tanduay Asian Rum Gold, aged in ex-Bourbon barrels for seven years. Meanwhile, Tanduay’s Double Rum, a blend of 16-year-old and five-year-old distillates aged together for a further two years in ex-Bourbon barrels, will headline its super-premium offering.

According to Nicolas Steelant, brand manager at Alcobrands, Benelux is an attractive market for Tanduay due to the region’s thirst for rum cocktails.

“The rum category is still growing in Benelux, especially the dark variants, which are on the rise,” Steelant explained.

“Sales were mainly driven by cocktails such as the Dark ‘n Stormy, popular among the young generations. Tanduay rum’s high-quality and premium packaging will also be attractive for customers in Benelux.”

Tanduay is now available in Antwerp, Brussels, Ghent, Liège, Rotterdam, Amsterdam, Utrecht and The Hague.