LT group bringing Tanduay rum to US market

Move in line with company’s efforts to make local product a global brand

By: Doris C. Dumlao, June 23rd, 2013 09:51 PM

The country’s leading rum-maker, Tanduay Distillers Inc., is bringing its brand to the United States this summer as an initial step toward developing its global positioning.

Tanduay, the hard liquor unit of the Lucio Tan group, announced last week that it had mandated a team to lead the introduction of Tanduay Asian Rum to the US market.

“As we began to lay the groundwork for making Tanduay a global brand, it was clear that the United States was an important, yet untapped market,” said Lucio Tan Jr., president of TDI.

TDI has selected Action Team, Beacon Beverage and MHW to drive the US introduction of the second largest rum brand in the world. Established in the Philippines in 1854, Tanduay Rum ranks second only to Bacardi in worldwide sales volume.

Tan said the team would bring to the project “track records in successfully launching new spirit brands. It also possesses strong category experience that will help us quickly establish presence in the US”

TDI will be introducing to the US market the Silver Tanduay and Gold Tanduay offerings, both of which received “best buy” ratings from the Beverage Tasting Institute of Chicago and got a score of 93 from Tasting Panel Magazine in 2012.

“Tanduay is a true Asian jewel,” said Steve Raye, managing partner at Brand Action Team. “With more than 160 years of heritage pleasing rum lovers around the world, Tanduay is ready to hit the US market. This is a brand that US consumers are going to love and we’re thrilled to bring this award-winning rum to America.”

Brand Action Team is a marketing consulting company specializing in helping spirit, wine and beer brands enter and grow in the US market. In addition to managing the entire launch and brand strategy, this company will handle advertising, public and trade relations and social media marketing.

Beacon Beverage, another member of the US team, will focus on the distribution and key account management.

MHW will be responsible for the administrative, regulatory compliance, transportation, logistics and other services related to the importation and physical distribution of Tanduay in the US.

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