Tanduay intensifies its global growth

Tanduay is eager to expand into other international markets to maintain its title as the most popular rum brand worldwide.

The liquor company, owned by Lucio Tan, is celebrating its 170th anniversary this year and is dedicated to further growing its international business.

Tanduay president Lucio Tan III stated, “A lot of exciting news from our export team, including expanding our distribution to cover more areas in the US, Europe, Asia, and Latin America.”

The US, China, Singapore, Qatar, United Arab Emirates, France, Germany, Belgium, Netherlands, Luxembourg, United Kingdom, Austria, Poland, Georgia, Armenia, Czech Republic, Costa Rica, Canada, New Zealand, Ukraine, and Taiwan are among the markets where Tanduay is currently offered.

Tanduay’s foreign business grew by 59.24 percent in 2023 compared to the previous year.

A best-selling brand

According to Drink International Magazine’s The Millionaire’s Club, “this year we share with the Philippines the honor of being declared the best-selling rum globally for the seventh consecutive year,” Tan stated.

In 2023, Tanduay sold 23.4 million case liters of rum, significantly more than any of its closest rivals.

“We would like to express our sincere gratitude to everyone who has helped us along this amazing journey as we commemorate our 170th year. We are grateful and honored to have managed to hold the top spot for rum in the globe, and we credit this accomplishment to both our devoted and new customers”, Tan stated.

Creativity + adaptation = Synergy

Tan claimed that the Tanduay team has always been creative and adaptable to the demands of the market.

“While we may gain a lot from these inspirational historical tales, more must be done. By fostering and enhancing the synergies between our business segments and external partners, we will build on these foundations”. He remarked, “I’m immensely proud of how Tanduay Distillers has set the foundation for greater cooperation throughout the LT Group.”

Tanduay’s Digital Brand Manager, Edsel Ty, stated that the business needs to keep growing to maintain its dominance.

“Naturally, we must constantly create new items locally to keep up with the dynamic market. Thus, we must address those demands while also aiming to be as open as possible on a global scale”, according to Ty.

Synergy is expansion

“We want our global brands to be recognized not only in the Philippines and other Asian nations, but also to spread further throughout the US and Europe,” he stated.

According to Ty, Tanduay plans to market its high-end goods, which were introduced in the US, locally this year.

According to him, the business is also preparing to introduce a new product line for the upcoming year.