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Tuesday, July 14, 2020

Tanduay Rhum Aims to Maintain Its Number 1 Spot With International Partnerships & Expansion

"Being declared the World's Number 1 Rum for the third year is an achievement not just for Tanduay but for the entire country as our products are proudly Philippine-made using materials sourced locally," said Paul Lim, Tanduay VP for Sales and Marketing. "We celebrate this feat with our fellow Filipinos and we thank our international partners who have helped us market Tanduay globally."

Tanduay Rhum sold 20.5 million cases in 2019, an increase from its 20.1 million cases in 2018, according to Drinks International magazine.

"Once again, Philippine giant Tanduay has topped the rum chart, having continued its steady growth above the 20m-case threshold. The brand branched out into Singapore and US territory Guam while, at the same time, nourishing its vast domestic market." Excerpt from Drinks International, the magazine who gave the award.

Tanduay products are available in Florida, New York, New Jersey, Illinois, California, Wisconsin, Tennessee, Michigan, and Guam. It will soon be available in Hawaii, Indiana, Nevada, and Minnesota this year. The brand has also presence in China, the United Arab Emirates, Singapore, and Australia.

Early this year, Tanduay won five medals from the Beverage Testing Institute. Tanduay Asian Rum Gold bagged the gold medal. Tanduay Asian Rum Silver and Boracay Cappucino Flavored Rum were awarded silver medals, and Tanduay Double Rum and Boracay Coconut Flavored Rum received bronze medals.

"At present, we are working toward bringing Tanduay to Europe as rhum sales in the region outstripped gin. The value of rhum in Europe is growing faster than volume, which is very encouraging because that suggests premiumisation leading the industry to long-term growth prospects," added Lim. "Nowadays, drinkers have a more developed taste when it comes to their drink of choice. Aside from rhum, we are also exploring other spirit categories to supply markets here and abroad."

It was in 2018 when Tanduay first bagged the number 1 spot which was previously held by Bacardi. The following year, Tanduay has again emerged at the top spot, besting 153 other brands in the rhum category.


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