Tanduay has climbed to 7th place in The Spirits Business’ “Top 10 Best-Selling Brand Champions” list and is its Rum Brand Champion for 2024.
“Being recognized as a Brand Champion is a great honor. 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,” said Kyle Tan. Tanduay Distillers, Inc. COO.
Despite challenges in the global spirits market, Tanduay recorded a 1.9 percent sales increase, selling 23.8 million nine-liter cases in 2024, according to data gathered by the publication. It is the only rum brand to make it to the top ten, rising from its previous placement at 9th place.
“Everyone loves a good comeback story, and Tanduay’s bounce back last year is a classic example,” noted The Spirits Business, which publishes The Brand Champions report that ranks the world’s top-performing spirits.
In an interview with The Spirits Business, Tanduay shared that 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 remains its stronghold, the Philippine brand is also seeing 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.
How the Brand Champions Are Chosen
The Spirits Business editorial team gathers 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 publication explained.
Philippine Pride
Tanduay is not solely the sole rum brand to break into the Top 10; 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.
