Tanduay sold the most number of 9-liter cases in the global rum category to retain its number one position among the top 10 rum brands in the world in terms of sales, according to England-based publication, The Spirits Business.
The brand sold 27.4 million cases in 2022 compared to 23.6 million in the previous year, recording a 16.1 percent growth.
“The Philippine brand remains far above its nearest competitor, Bacardí, with nearly 4m cases between them. If double-digit growth continues for Tanduay, we could see it surpass the 30m-case threshold in the near future,” reported The Spirits Business.
Marc Ngo, Tanduay International business development manager and senior brand manager, attributed the brand’s robust growth to its aggressive international expansion, the rise of cocktail culture, and Tanduay’s diverse product offerings.
“It gives us great pride to see our very own Philippine rum brand not just among the top ten, but rank first in this competitive category,” he said.
Tanduay is present in 18 international markets, from Asia to Europe. It has partnered with leading international spirits distributors to make its products available in different counties. Additionally, it has tapped leading bartenders to help promote the brand. In the United Kingdom, Tanduay signed up bartending veteran Jay Rivera as its brand ambassador.
Tanduay has also opened branded bars at the Chase Center in San Francisco, Fiserv Forum in Milwaukee, Footprint Center in Phoenix, and Target Center in Minnesota.
