Tanduay Sustains Growth Momentum in 2022 Under Lucio Tan III

Tanduay’s business operations continued to grow in 2022 as it improved its operations and distribution under President and COO Lucio Tan III. 

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“With the help of the management and marketing teams, we were able to bring Tanduay to more people. Our research and development team, meanwhile, have been instrumental in our introduction of products to meet new market demands,” Tan said.

Increased Local Market Share and International Presence

Locally, the brand increased its nationwide share in the distilled spirits market to 30.7 percent as of September last year, a surge from 26.6 percent in 2021. It continued its domination in the Visayas and Mindanao, with a market share of 69.8 percent and 79.4 percent, respectively. 

Internationally, it entered more European markets by inking partnership agreements with leading spirits distributors. Tanduay is now present in Poland, Austria, the United Kingdom, Georgia, Armenia, Belgium, the Netherlands, and Luxembourg. It also entered the markets of Australia and Canada in 2022.

Last year also saw the brand establish Tanduay Bars in the home arenas of its new partner teams in the National Basketball Association (NBA). These include the Fiserv Forum of the Milwaukee Bucks, the Target Center of the Minnesota Timberwolves, and the Footprint Center of the Phoenix Suns.

Tanduay remains the only Filipino brand to have partnerships with leading NBA teams, which includes NBA champion the Golden State Warriors.

Product Innovations

Tan noted that the pandemic affected customers’ tastes and buying habits. Demand for ready-to-drink (RTD) alternatives increased due to the lockdowns, according to Drinks International Magazine’s key trends for 2022. Customers have also gone online to purchase products.

Since Tan’s appointment, Tanduay has introduced three products locally in the past two years — the barrel-aged gin, Ginto; Tanduay Cocktails; and Barman Cocktail Concentrates. 

The brand has also established an e-commerce store, shots.ph, to make it easier for customers to buy authentic Tanduay products online.

Still the World’s Number 1 Rum

The brand has also achieved the rare feat of being named the World’s Number 1 Rum for five consecutive years by Drinks International Magazine, which gathers sales figures of different brands across the globe.

“It takes a lot of work, but the numbers are very rewarding. With Tanduay’s strong team culture, I know we can take the brand further and continue its winning legacy,” Tan said.