The world has recognized the Filipino “spirit”.
Tanduay was named the best-selling rum in the world, overtaking Puerto Rican giant Bacardi and other international brands in a ranking released by think tank Drinks International.
Tanduay Distillers, Inc. (TDI) achieved the status after recording some 19.5 million cases of rum sold in 2017, 17% higher year on year. In comparison, rival brand Bacardi sold only 16.8 million cases.
Sales of Tanduay Rhum in Visayas and Mindanao contributed to the upscale performance of the company in 2017 despite a number of challenges the company faced, including rising competition and the excise taxes implemented in 2013.
This milestone has been greatly credited by reports to TDI’s Chief Executive Officer Lucio “Bong” Tan, Jr., son of Philippine tycoon, Lucio Tan, Sr.
According to Chief Marketing Officer Paul Lim, the company has aggressively reached out to young consumers and new markets abroad when Tan, Jr. actively took over in 2014.
One of its efforts is its two-year partnership with NBA Golden State Warriors.
TDI is part of Tan, Sr.’s conglomerate LT Group, Inc. The company’s portfolio includes interests in banking, tobacco, and property development.
P.S. Bong Tan, Jr. you are now under The Untrapreneur‘s radar. Can you tell us, how to be you po?