Tanduay named ‘Brand of the Year’ at the World Branding Awards | Inquirer Business

Tanduay named ‘Brand of the Year’ at the World Branding Awards

Continues three-year winning streak as national tier winner
04:24 PM November 03, 2017

In an age when consumers’ changing tastes and preferences for spirits drive the continuous demand for new products, a legend still stands strong. At the recently concluded World Branding Awards held last October 11 at the Kensington Palace in London, Tanduay Distillers brought home yet another win for three consecutive years as “Brand of the Year” for the Alcoholic Beverage – Spirits category. Only three other winners were declared for the said category—Japan’s Suntory (whisky), Russia’s Belenkaya (vodka), and South Africa’s Amarula (cream liqueur).

Included among the 245 winners selected from over 3,000 entrants across the globe, Tanduay once again emerged victorious with the likes of Ayala Land, Jollibee, and Condura, for the national tier. For the higher-level regional and global tiers, the celebrated liquor label shared center stage with internationally renowned names such as Apple, BMW, Louis Vuitton, Starbucks, and Shangri-La. It is worth noting that Tanduay is the first ever brand in the country to have garnered the accolade for three straight years, aside from its hundreds of other international quality awards.


The World Branding Awards recognizes some of the world’s most prominent brands for their truly exceptional work and achievements. Conducted by the World Branding Forum—a global non-profit organization based in London, which aims to advance branding industry standards for the good of the consumer and worldwide trade—the event started in 2014 and is now being held annually. The illustrious award is comprised of global, regional, and national tiers, and judged by way of three streams—brand valuation, consumer market research, and public online voting.

“This [award] is proof that we’re global We share the award with patrons, who have been drinking Tanduay and have been enjoying our product for the longest time,” says Gerardo Tan Tee, Chief Operating Officer of Absolut Distillers, Inc. (ADI), a subsidiary that sells ethyl alcohol to its parent firm, Tanduay. “We started actually by just doing what we do best . . . to maintain the high quality of our products. That is our mission and vision of how the company is going to be—innovation, evolution.”


With Dr. Lucio Tan’s takeover in the late ‘80s, the distillery underwent a modernization process that continues to evolve to this day with the latest technological innovations. But even with state-of-the-art equipment and fully automated production, one thing is certain—the tradition that made Tanduay what it is today is deemed sacred, and so is kept alive. The rum is still aged in carefully selected oak barrels. Every step of the way, great care is taken to ensure that the rum’s distinctive character—a full-bodied flavor and smoky-sweet aroma with a smooth finish—is consistent with each bottle.

Beyond production, however, what sets Tanduay apart is its exemplary green practices. “Every drop . . . is manufactured with green intention,” says Tee of the company’s commitment to sustainable operations, protecting the environment and its communities. ADI, the only multi-awarded local distillery for its green initiatives, contains their alcohol production wastes and sends it to a nearby facility where it is converted into renewable energy. The distillery makes use of methane and carbon dioxide recovery systems that turn these harmful gases into biogas fuel instead of releasing them into the atmosphere. Wastewater is also treated and utilized as liquid fertilizer for crops like sugarcane and tobacco.


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TAGS: Lucio Tan, Tanduay, World Branding Awards
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