Filipino rum Tanduay has been named as the world’s No.1 rum brand by Drinks International, overtaking Bacardi for the first time. 

“Our distinctly Filipino rum is now the world’s No. 1. We have a great product to offer the world, and the world recognised it,” said Lucio K. Tan Jr., president and CEO of Tanduay Distillers Inc.

Tan attributed Tanduay’s rise to the top to strong domestic sales and its move to aggressively introduce the brand overseas, especially in the US.

“For the first time, a Philippine-made liquor brand has been ranked the top-selling rum by Drinks International," he added. "Tanduay has taken over the No. 1 spot from a list of international rum brands long dominated by Bacardi.”

Drinks International said Tanduay sold 19.5 million cases last year, a 17% share of the market. Bacardi sold 16.8 million cases and McDowell’s No. 1, Diageo, came it at third with 14.3 million cases.

The company said during a press conference that it had a 25.2% market share in the Phillippines in the distilled spirits category. In terms of sales abroad, the export segment accounted for less than 1% of total sales. It is looking to grow those numbers in the next three to four years.

Chief Financial Officer Nestor C. Mendones said: “If we could sell four to five million cases of Tanduay Asia abroad, we don’t have to sell locally any more. Because that alone will match what we sell locally. That’s the opportunity we are seeing in the export business.” 

Share the content