Tanduay Leads Rising Global Popularity of Rum, Wins Brand of the Year Award Anew


For the fourth consecutive year, Tanduay was declared Brand of the Year by the World Branding Forum, a global non-profit organization dedicated to advancing branding standards. The award comes in the heels of another recognition for the company—the World’s Number One Rum that was awarded by Drinks International earlier in the year.

“Rum’s popularity is on the rise, and Tanduay is at the forefront of making it available to a broader segment of the market. It has long been the drink of choice of Filipino men, and in the past years has also attracted different segments of the market. It’s not a niche product anymore as more and more people enjoy it,” said Paul Lim, chief marketing officer, Tanduay Distillers, Inc.

Tanduay posted a 3% increase in product sales in 2018 from 2017, making it the world’s best-selling rum for two years running. According to Drinks International, the Filipino brand sold 20.1 million 9-liter cases in 2018.

In the US, its volume grew by 114% year-on-year, from the first half of 2018 versus the first half of 2017. Tanduay’s various products likewise received numerous awards from the Wine & Spir-its Wholesalers of America. Tanduay Double Rum, Tanduay White Rum, and Tanduay Dark Rhum were awarded gold medals, while Tanduay Boracay Cappuccino Flavored Rum received silver medals.

Aggressive Marketing Efforts Pay Off

“Our increased presence in the international market was due to our aggressive marketing efforts in the fields of sports and entertainment,” Lim said.

Tanduay is the first Philippine brand to sponsor an NBA team, the Golden State Warriors. It also has naming rights to the Tanduay Club in the Oracle Arena, and Tanduay Rum can be found at retailers in the Golden State Warriors ’blue and gold “Strength in Numbers” collectible boxes in California. It is likewise the official rum of the Barclays Center and the Brooklyn Nets, and has been a Presenting Sponsor of the 40/40 CLUB and an Associate Sponsor of the arena's Brook-lyn Show platform.

In the field of entertainment, Tanduay sponsored the Emmy Awards for two straight years. This 2019, Tanduay entered into a partnership with Octopus Distribution to bring Tanduay to Singapore.

Brand of the Year for Four Straight Years

For the Brand of the Year Award, winners like Tanduay were judged according to three streams: brand valuation, consumer market research, and public online voting that is open to consumers from around the world. Seventy percent of the scoring process comes from consumer votes. Only one winner was chosen in each category per country.

Since winning its first Brand of the Year Award in 2015, Tanduay has gone on to win four more times. This year, it joins the winners’ circle that will receive the award in a ceremony to be held this November at the Kensington Palace.


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