There’s no stopping Tanduay, they really had gone International…. In-store worldwide, online presence, partnerships with leading distributors, even to the point of sponsoring an NBA team. What a milestone! Read on for details…
MANILA, Philippines, September 30, 2020 –
Even as most businesses are reeling under the effect of
the pandemic, Filipino rum maker Tanduay’s
growth continues on an upwards trajectory.
Now headed by Lucio
Tan III, the third-generation scion to one of the Philippines’ biggest
conglomerates, Tanduay continues to successfully enter new international
markets. Most recently, it inked deals with the largest US wines and spirits
distributors, Johnson Brothers and General Beverage.
Tanduay can now be found in Hawaii, Nevada, Wisconsin, Florida, New York, New Jersey, Illinois,
California, Tennessee, and Michigan,
and in the territory of Guam. It is
also available in China and Singapore and will be available in Europe by the end of the year.
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| Lucio Tan III |
A software engineer, Tan’s direction for the 165-year-old Tanduay business is to bring it to more customers worldwide, making it available not just through traditional marketing and selling but tapping into online channels as well.
“Even
before the pandemic, we were already working on making Tanduay available
through tech-driven channels. Last June, we launched an online selling site for
our Filipino customers, shots.ph.
In the US, we have partnered with
Caskers and Flaviar, and we are also available through the online sites of
our distributor-partners,” Tan, a graduate of Stanford
University, said.
Tanduay’s push toward a more visible international presence started in the
2000s. Its more recent initiatives in the US included a partnership with the Golden State Warriors, making it the first
Philippine brand to sponsor an NBA team. It had naming rights to the
Tanduay Club in the Oracle Arena, and Tanduay Rum can be found at retailers in
the Golden State Warriors’ blue and gold “Strength
in Numbers” collectible boxes in California. Tanduay currently has its own
branded bar at the Chase Center, the Golden State Warriors’ brand-new arena in
San Francisco’s Bay District which opened in 2019.
Tanduay also became the official rum of the Barclays
Center and the Brooklyn Nets. It has been a Presenting Sponsor of the 40/40
CLUB and an Associate Sponsor of the arena's Brooklyn Show platform.
Tanduay also made a foray into entertainment by being
one of the sponsors of the Emmy Awards, the first for any Filipino brand.
The company credits its international partnerships and
aggressive marketing efforts for its domination of the international rum
category. For three years now, Tanduay has been declared the World’s Number One Rum by Drinks
International magazine. It has sold millions of cases worldwide, even
outselling more popular international rum brands.
“When
we market Tanduay internationally, we are also highlighting the craftsmanship
of the Filipino. Tanduay is a product that we can proudly say is Philippine-made—from the sugarcane, it
uses to the unique distilling process it undergoes. These are all products of
the Filipino’s hard work and ingenuity,” Tan said.
Tanduay mainly sources its sugarcane from Bacolod in
the Visayas, which is a place known for its long history of sugarcane farming.
The island is home to the country’s 100-year-old sugar milling company.
Founded in 1854, Tanduay uses the same distillation
process that is employed in its now decommissioned distillery in Manila. A
Master Blender, who serves as the guardian of Tanduay’s formulas, checks on the
consistency and quality of the rums before they are sent for bottling and
packaging.
“We’re
combining our traditional practices in rum-making with new ways of marketing
our products,” Tan said of Tanduay’s direction.
Tanduay ends 2020 with a bang, onwards to Europe! Continuing to make every Filipino proud,.
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About Tanduay
Tanduay is one of the most-awarded rum brands in the
Philippines, receiving various local and international citations. In 2017, it
was declared the World’s Number One Rum by Drinks International magazine.
Tanduay will hold this title for three consecutive years.
Tanduay started out as a distillery in Hagonoy,
Bulacan, a province in the island of Luzon known for its heroes and craftsmen.
It changed ownership throughout the decades and has been under the Lucio Tan
Group of Companies, Inc., one of the biggest conglomerates in the Philippines.
Even as the years passed, Tanduay has maintained the
traditional way of distilling its rums, a practice that started in its Manila
distillery. It has likewise consistently maintained its product quality,
ensuring that Filipinos and foreigners alike will enjoy the same taste and
aroma of a Tanduay product wherever they are in the world.
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