MANILA -Taipan Lucio Tan’s Tanduay continues to be the best-selling rum brand in the world, according to
England-based publication The Spirits Business.
It recently reported that Tanduay’s 2022 sales volume rose 16.1 percent to 27.4 million cases, eclipsing the No. 2 brand Bacardi by around four million cases.
“We are proud to see our own brand of Philippine rum not only in the top 10, but also in the first place in this competitive category,” said Marc Ngo, business development manager and senior brand manager for Tanduay International, in a statement on Friday.
He said Tanduay posted strong growth due to “the rise of cocktail culture and Tanduay’s diverse product offerings.”
Tanduay’s products are available in 18 international markets in Asia and Europe.
Marketing efforts include the hiring of veteran mixologist Jay Rivera as a UK brand ambassador and brand partnerships with National Basketball Association (NBA) teams such as the Golden State Warriors, Milwaukee Bucks, Phoenix Suns and Minnesota Timberwolves.
Tanduay said that it is the only Philippine brand that has established partnerships with major NBA teams.
“We are also continually innovating to serve the most sophisticated segment of the market. Our marketing team works closely with our research and development team to create products that meet the changing demands of the most discerning customers and the new markets we are entering,” said Ngo.
“We are at the forefront of consumer trends, so that our products remain competitive in a highly dynamic market,” he added.
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