Tanduay keeps bragging right as world’s No. 1 rum

MANILA  -Taipan Lucio Tan’s Tanduay remains the top-selling rum brand in the world, according to
England-based publication The Spirits Business.

It recently reported that Tanduay’s sales volume in 2022 increased by 16.1 percent to 27.4 million cases, eclipsing the No. 2 brand Bacardi by about four million cases.

“It gives us great pride to see our very own Philippine rum brand not just among the top 10, but rank first in this competitive category,” Marc Ngo, Tanduay International business development manager and senior brand manager, said in a statement on Friday.

He said Tanduay posted robust growth due to the “rise of cocktail culture, and Tanduay’s diverse product offerings”.

Tanduay’s products are available in 18 international markets in Asia and Europe.

Marketing efforts include hiring bartending veteran Jay Rivera as brand ambassador in the United Kingdom and branding partnerships with National Basketball Association (NBA) teams such as the Golden State Warriors, Milwaukee Bucks, Phoenix Suns, and Minnesota Timberwolves.

Tanduay said it is the only Philippine brand to have established partnerships with leading NBA teams.

“We are continuously innovating as well to cater to the more sophisticated segment of the market. Our marketing team works closely with our research and development team in creating products that meet the evolving demands of discerning customers and the new markets that we are entering,” Ngo said.

“We are at the forefront of consumer trends, so that our products remain competitive in a highly dynamic marketplace,” he added.