Tanduay reveals global expansion plans

Philippine rum brand Tanduay doubled its export business last year and has revealed plans for further international expansion.

By Kate Malczewski

Tanduay is among the top-selling spirits in the world, and was the biggest-selling rum globally in 2020.

In 2021, the rum producer focused on expanding into new markets. In the US, the business inked deals with Hensley Beverage Company in Arizona, Horizon Beverage Group in Massachusetts, and Romano Beverage in Illinois. It also gained distribution partnerships with Kreyenhop & Kluge for Germany and Alcobrands for Belgium, the Netherlands and Luxembourg.

“2021 has been another good year for Tanduay,” said Lucio Tan III, the company’s president and chief operating officer.

“We have expanded into new markets and received more international recognition for our products. We hope to continue with this growth momentum in 2022.”

The brand plans to continue its expansion this year by securing distribution in Canada, the UK and Costa Rica.

“Discussions are also being held to bring Tanduay to other countries,” Tan said.

Tanduay owns and operates the biggest distillery in the Philippines, with more than 120,000 barrels totalling a capacity of 24m gauge litres, allowing it to ‘meet the demand of different markets worldwide’.

Marketing moves

Tanduay also invested in its marketing last year, particularly in the US.

The brand had already invested in its Stateside marketing through the National Basketball Association (NBA), partnering with the Golden State Warriors.

In 2021, it also became a sponsor of three more NBA teams – the Minnesota Timberwolves, Phoenix Suns and Milwaukee Bucks – and it opened bars in each of their home arenas.