At this year’s Manila Gin Festival in Bonifacio Global City (BGC), Tanduay broke the mold by showcasing its premium rum products to a gin-loving audience. Highlighting its versatility and heritage, the iconic Filipino brand showed how rum is deeply rooted in the mixology culture and is just as complex and innovative as gin.
“The Manila Gin Festival provided us with the perfect place and opportunity to further connect with our target market. It was a great platform to engage with consumers who appreciate quality spirits,” said Madel Pamfilo, Tanduay Special Projects Officer.
The event was particularly beneficial for the brand, as it attracted many international guests. Tanduay saw this as a chance to introduce their products to foreign visitors, who could later bring their newfound appreciation for premium rum back to their home countries.
“One of the main challenges in a gin-focused event was that most attendees expected well-known, established, and imported gin-based brands. On another hand, we see an opportunity to familiarize the market with our premium products. With a booth strategically designed to capture the interest of our customers, expert bartenders, and engaging activities, we successfully demonstrated how Tanduay rum can be a great choice,” Pamfilo said.
Creative Cocktail Concoctions Using Tanduay’s Premium Rums
Tanduay’s guest bartenders, RJ Ramirez and Dondz Bolante, made the event even more memorable for the festival goers with their signature cocktails using Tanduay’s premium rums.
Ramirez created cocktails inspired by Filipino flavors — the tinola cocktail, which he made with Tanduay Asian Rum Silver, calamansi juice, pepper and lemongrass syrup, ginger beer, and fish sauce, and the Samalamig, which he made with Especia Spiced Rum, banana liqueur, pandan syrup, and soda water.
Bolante’s signature cocktails, meanwhile, were celebrations of summer flavors — the yuzu high, which he made using Tanduay Asian Rum Gold, Tanduay Asian Rum Silver, yuzu puree, soda water, and lemon wedge, and the lemon grass mule, which consisted of Tanduay Asian Rum Silver, Especia Spiced Rum, lemon juice, lemongrass syrup, cherry blossom syrup, Strong Zero, and double lemon.
“The bold and savory twist on tinola cocktail by RJ and the crisp and refreshing yuzu high of Dondz were the crowd favorites. We also engaged people with giveaways, freebies, and even popcorn. It created quite a fun and welcoming atmosphere. Our tropical themed booth also enhanced the premium feel,” Pamfilo shared.
The response was overwhelmingly positive, as many attendees were pleasantly surprised by the refined taste profiles of Tanduay’s premium rums and how well they worked in various cocktail combinations.
Trends to Watch
One of the key trends that stood out at the festival was the growing interest in artisanal and premium crafted cocktails. Attendees weren’t just looking for visually stunning drinks—they were seeking out unique flavor experiences and expertly crafted beverages.
This trend aligns perfectly with Tanduay’s vision to offer more than just a drink, but a cocktail experience that excites the palate.
“We plan to continue collaborating with guest bartenders to create signature cocktails that showcase Tanduay’s versatility and innovative approach to mixology,” Pamfilo said.
With enthusiastic engagement from festival-goers and positive feedback, Tanduay further cemented its position as a forward-thinking brand in the cocktail world.
“The enthusiastic response from the festival goers reinforced our belief that rum has a place at the table when it comes to premium spirits, and we are excited to continue elevating rum’s presence in the cocktail culture,” Pamfilo said.
Tanduay at WOFEX
Looking ahead, the 171-year-old brand is excited about its future in the world of spirits. Tanduay plans to continue showcasing its premium offerings and pushing the boundaries of rum in the world of mixology through upcoming activations and events such as the World Food Expo (WOFEX).
Tanduay will be part of the country’s biggest trade show on F&B this March 27-29 at the World Trade Center Manila.
To learn more about Tanduay’s latest products and events, follow its official social media accounts.
