Tanduay asserts strength in global spirits market

MANILA, Philippines — Tanduay has again demonstrated its strength in the global spirits market, rising to 7th place in The Spirits Business’ Top 10 Best-Selling Brand Champions list and was named as its Rum Brand Champion for 2024.

“Being recognized as a Brand Champion is a great honor,” Tanduay Distillers Inc. COO Kyle Tan said.

“It’s a testament to the hard work of our team, the support of our customers and the strength of our brand values. In an increasingly competitive and evolving spirits market, this recognition reinforces our commitment to quality, innovation and tradition of excellence. It inspires us to continue raising the bar and delivering exceptional products,” he said.

Tanduay posted a 1.9-percent increase in sales despite challenges in the global spirits market, selling 23.8 million nine-liter cases in 2024, according to data gathered by the The Spirits Business, which publishes The Brand Champions report that ranks the world’s top-performing spirits.

Tanduay is the only rum brand to make it to the top 10, rising from its previous spot at 9th place.

It is also the only Filipino brand to earn a place among The Spirits Business’ prestigious Brand Champions.

“It’s a moment of immense pride for us to see a homegrown Philippine brand standing alongside the biggest names in the global spirits industry. This recognition is not just a win for Tanduay, it’s a win for the Filipino,” Tan said.

Tanduay said that its flagship product Tanduay 5 Years continues to be the cornerstone of the brand’s growth, backed by strong performances from Tanduay Light and Tanduay Select.

While the domestic market is expected to remain as its stronghold, Tanduay also sees steady growth in the rum markets of the United States, Belgium, Ukraine and the United Arab Emirates.

Looking forward, Tanduay is gearing up for a significant expansion into the premium segment, with products tailored for both local and international upper market segments.

The Brand Champions are selected by gathering data from the world’s spirits brands that sell more than one million cases annually, including those that are edging closer to the coveted mark.

“For each major category, a Brand Champion has been chosen. These titles are given to brands not only due to impressive sales results, but after considering their marketing endeavors, new product developments and consistency in previous years,” The Spirits Business said.