Tanduay to export products to US

MANILA, Philippines - The liquor unit of conglomerate LT Group Inc.  has moved a step closer to penetrating the US market  by the third quarter this year.

In a disclosure to the stock exchange, Tanduay Distillers Inc. said it selected Brand Action Team, Beacon Beverage Imports and MHW Ltd. “to lead the introduction of Tanduay Asian Rum to the US market this summer.”

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

Brand Action Team, Beacon and MHW’s track record in successfully launching new spirit brands and their strong category experience will allow Tanduay to quickly establish a US presence, Tan said.

Specifically, the distillery firm will launch Silver Tanduay and Gold Tanduay to the US market. Both brands received “Best Buy” ratings from Beverage Tasting Institute of Chicago and high scores from the Tasting Panel Magazine in 2012.

“With more than 160 years of heritage pleasing rum lovers around the world, Tanduay is ready to hit the US market,” said Brand Action Team managing partner Steve Raye.

Established in the Philippines in 1854, Tanduay Rum claims to be second only to foreign brand Bacardi in worldwide sales volume.

“Tanduay is the second largest rum producer in the world and holds 29 percent of the Philippine spirits market,” said LT Group president Michael G. Tan.

Brand Action Team is a marketing and consulting firm specializing in aiding spirit, wine and beer brands enter and grow in the US.

It is in charge of brand strategy, advertising, public and trade relations and social media marketing, Tanduay said.