Tanduay dislodges Bacardi as world’s No. 1 rum
Taipan Lucio Tan’s Tanduay was named the best-selling rum in the world, edging out rival Bacardi and slew of other international brands.
The liquor firm, which undertook high-profile marketing initiatives including a partnership with National Basketball Association team Golden State Warriors, said its newfound status was based on a ranking released by think tank Drinks International.
“We have a great product to offer the world and the world finally recognized it,” said Lucio Tan, Jr., president and CEO of Tanduay Distillers Inc.
Officials held a press conference on Wednesday to announce the milestone, which was part of Drinks International’s “definitive ranking of the world’s million-case rum brands.”
Tanduay was followed in rank by Bacardi and McDowell’s No. 1 Celebration.
Gerry Tee, head of distillery operations, noted that Tanduay was proud of dislodging previous industry leader, Bacardi.
“It’s now our time,” Tee said.
Tanduay’s success came despite a string of challenges, including rising competition and the excise taxes implemented in 2013, said chief financial officer Nestor Mendones.
“We were able to attain this number one position despite the very difficult operating environment that the liquor industry encountered since 2013, when the govt decided to increase excise taxes by more than 100 percent,” Mendones said.