Filipino rum brand, Tanduay, successfully maintained its stature as the world’s rum industry leader in the latest report of Drinks International.
Global spirits market think-tank Drinks International released in June its Ranking of the World’s Million-Case Spirits Brands for 2019 with Tanduay in the top spot for the second year in a row.
The 165-year old Filipino brand stayed on the list as the world’s number one in the rum category after outperforming 152 other brands. The survey included foreign brands such as Bacardi which stayed behind in the second spot.
READ MORE: Old Tanduay bottles archived in Museum of Philippine Economic History
Tanduay Distillers, Inc. President and CEO Lucio Tan Jr. said the achievement proves the Filipino brand is world class.
“This is a milestone not just for Tanduay, but for the Philippines as well. This shows that that Filipino craftsmanship is truly world-class,” Tan said in a media briefing on June 15.
“Last year, we announced that Tanduay is the World’s Number One Rum, aiming for the top to battle the industry’s global giants was difficult, especially for an Asian brand. Pero hindi pala doon natatapos ang laban, mas matindi pala kapag nasa taas (But the battle doesn’t stop there, it’s more difficult when you’re up there) because the challenge was to remain on top,” Luico Tan Jr. added.
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Tanduay Chief Marketing Officer Paul Lim shared that the company invested on “aggressive marketing plan and an intensive dealer retention plan” three years ago.
“The company increased its market presence abroad by expanding its distribution networks in the United States (US), Middle East, Europe and soon here in Asia, starting with a distribution deal for Singapore this July,” Lim said.
Tanduay Distillers, Inc. Is switching to become more environmentally friendly by adopting more efficient technologies to decrease its dependence on nature, according to Gerry Tee, overall head of Distilleries Operations of the Lucio Tan Group of Companies.
“Our industry, the distilleries is one of the most resource intensive industries which require huge amount of water and energy, two of the most utilized resources of industrialized in developing economies. So, we have put up our own dehydrator to lessen our dependence on fresh water, we have also installed solar panels on our warehouses to have renewable energy for our operations,” Tee added.
Tanduay will hold the country’s first ever Rum Festival from August 17 to 24 in partnership with Bacolod City. The week-long celebration will pay homage to the city’s sugarcane industry.
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