“Even before the pandemic, we were already working on making Tanduay available through tech-driven channels. Last June, we launched an online selling site for our Filipino customers, shots.ph. In the US, we have partnered with Caskers and Flaviar, and we are also available through the online sites of our distributor-partners. When we market Tanduay internationally, we are also highlighting the craftsmanship of the Filipino. Tanduay is a product that we can proudly say is Philippine-made—from the sugarcane, it uses to the unique distilling process it undergoes. These are all products of the Filipino’s hard work and ingenuity. We’re combining our traditional practices in rum-making with new ways of marketing our products.” ~Lucio Tan III, Tanduay Distillers’ Inc. President, and Chief Operating Officer, a Software Engineer, a Graduate of Stanford University
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| Tanduay Distillers’ Inc. president and chief operating officer Lucio Tan III, a software engineer, has been aggressive in bringing the Filipino rum to more customers worldwide, making it available not just through traditional marketing and selling but tapping into online channels as well. |
Tanduay Distiller's Inc., led by Lucio Tan III, continues its aggressive expansion efforts amidst the challenges brought about by the recent pandemic.
The third-generation scion to one of the Philippines’ biggest conglomerates is at the forefront of bringing the Filipino rum to more customers worldwide.
Tan's direction for the 165-year-old Tanduay business is to push toward a more visible international presence using traditional marketing strategies and tapping into tech-driven or digital channels as well.
Tanduay takes pride in delivering the highest quality products by ensuring its sugarcane source and maintaining its efficient distillation process.
As one of the biggest and most recognizable brands in the country, it pays homage to Filipino craftsmanship as it dominates the global market.
Even as most businesses are reeling under the effect of the pandemic, Filipino rum maker Tanduay’s growth continues on an upwards trajectory.
Now headed by Lucio Tan III, the third-generation scion to one of the Philippines’ biggest conglomerates, Tanduay continues to successfully enter new international markets. Most recently, it inked deals with the largest US wines and spirits distributors, Johnson Brothers and General Beverage
Tanduay can now be found in:
- Hawaii
- Nevada
- Wisconsin
- Florida
- New York
- New Jersey
- Illinois
- California
- Tennessee
- Michigan
- Guam
It is also available in China and Singapore and will be available in Europe by the end of the year. Tan's direction for the 165-year-old Tanduay business is to push toward a more visible international presence using traditional marketing strategies and tapping into tech-driven or digital channels as well.
A software engineer, Tan’s direction for the 165-year-old Tanduay business is to bring it to more customers worldwide, making it available not just through traditional marketing and selling but tapping into online channels as well.
Tanduay takes pride in delivering the highest quality products by ensuring its sugarcane source and maintaining its efficient distillation process. As one of the biggest and most recognizable brands in the country, it pays homage to Filipino craftsmanship as it dominates the global market.
Tanduay’s push toward a more visible international presence started in the 2000s. Its more recent initiatives in the US included a partnership with the Golden State Warriors, making it the first Philippine brand to sponsor an NBA team. It had 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. Tanduay currently has its own branded bar at the Chase Center, the Golden State Warriors’ brand-new arena in San Francisco’s Bay District which opened in 2019.
Tanduay mainly sources its sugarcane from Bacolod in the Visayas, which is a place known for its long history of sugarcane farming. The island is home to the country’s 100-year-old sugar milling company.
Founded in 1854, Tanduay uses the same distillation process that is employed in its now decommissioned distillery in Manila. A Master Blender, who serves as the guardian of Tanduay’s formulas, checks on the consistency and quality of the rums before they are sent for bottling and packaging.
About Tanduay
Tanduay is one of the most-awarded rum brands in the Philippines, receiving various local and international citations. In 2017, it was declared the World’s Number One Rum by Drinks International magazine. Tanduay will hold this title for three consecutive years.
Tanduay started out as a distillery in Hagonoy, Bulacan, a province in the island of Luzon known for its heroes and craftsmen. It changed ownership throughout the decades and has been under the Lucio Tan Group of Companies, Inc., one of the biggest conglomerates in the Philippines.
Even as the years passed, Tanduay has maintained the traditional way of distilling its rums, a practice that started in its Manila distillery. It has likewise consistently maintained its product quality, ensuring that Filipinos and foreigners alike will enjoy the same taste and aroma of a Tanduay product wherever they are in the world.
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