PH rum brand gains momentum in China, posts 60.5% overseas sales growth

MANILA, Philippines  —  Despite being a newcomer in the Chinese market, Philippine rum brand Tanduay is rapidly gaining recognition among Chinese consumers, introducing them to the distinctive flavors of Asian rum.

In 2023, the Asia Pacific market, including China, played a crucial role in driving Tanduay’s international business growth, according to Marc Ngo, Tanduay’s international business development manager and senior brand manager.

“Our international sales increased by 60.54 percent last year compared to the previous year,” Ngo reported, highlighting a significant 59.24 percent growth in the Asia Pacific market alone.

Tanduay’s strategy focuses on penetrating bars across China to elevate the cocktail experience for Chinese consumers.

“Our objective is to elevate the cocktail experience of the Chinese market,” Ngo explained.

Joseph Zhang, marketing manager for HengTe Selection Trading Co., Ltd., Tanduay’s distribution partner in China, noted that the rum category, along with tequila, is gaining popularity among young Chinese consumers who enjoy cocktails.

“Our goal is to educate consumers about Tanduay—its history, sugarcane varieties, craftsmanship, and unique taste through digital media. This approach has so far helped us in raising awareness for the brand,” Zhang stated.

READ: Tobacco, spirits anchor LTG income at P6.4B

In 2023, Tanduay made significant strides in mainland China, with its products now available in major cities such as Beijing, Shanghai, Tianjin, Guangzhou, and Zhengzhou. While initial volumes were modest, these placements mark a promising start for the brand.

To further boost its presence, Tanduay participated in the 109th Food and Drinks Fair in Shenzhen and hosted several tasting events. The brand’s products were also made available on popular online platforms like JD.com and Taobao, increasing accessibility for consumers.

According to Zhang, Tanduay White Rum and Boracay Coconut Rum are currently the most popular products among Chinese consumers. “Gen Z is the main market for imported spirits like Tanduay. They like to mix it in cocktails and prefer low-alcohol drinks,” he observed.

READ: Tanduay builds on strong tradition in US market, sees spike in sales

Looking ahead, Zhang outlined plans for 2024 to further build Tanduay’s image and market reach through tasting events and marketing campaigns, aiming for a 50 percent sales increase.

Celebrating its 170th anniversary this year, Tanduay is expanding its international business aggressively. As of now, Tanduay is available in China, the U.S., Singapore, Qatar, United Arab Emirates, France, Germany, Belgium, the Netherlands, Luxembourg, the United Kingdom, Austria, Poland, Georgia, Armenia, the Czech Republic, Costa Rica, Canada, New Zealand, Ukraine, and Taiwan.