The company started 2025 on a high note, building on its remarkable successes from 2024. From winning international accolades to unveiling award-winning actress Kim Chiu as its 2025 Calendar Girl, the iconic Filipino rum brand is cementing its position as a global leader in the spirits industry.
Heritage and progress
“We continue to strike the perfect balance between heritage and progress. This duality—the fusion of tradition and modernity—is at the heart of our campaign and allows us to connect with people, not only in the Philippines but around the world,” said Lucio C. Tan III, president of the Lucio Tan Group and Tanduay Distillers Inc., during the launch of the 2025 Tanduay Calendar Girl.
In 2024, Tanduay expanded its global footprint by entering the Czech Republic and South Korea, bringing its presence to over 25 countries, including the United States, Canada, and the United Kingdom. This year, the plan is to expand into France, Italy, Spain, and Latin America.
Expanding footprint
Founded in 1854 as a small distillery in Manila, Tanduay has grown into a global powerhouse. In 2024 alone, it won multiple gold medals at international spirits competitions, including the SIP Awards, San Diego Spirits Festival, and Asian Spirits Masters.
Products like Tanduay Double Rum and Especia Spiced Rum were celebrated for their exceptional craftsmanship, earning titles such as "Best in Category."
Tanduay’s 2024 rum festival in Bacolod was another highlight, celebrating its sugarcane heritage. The event featured culinary and mixology competitions and ended with a concert headlined by Juan Karlos and Allmo$t, creating a vibrant showcase of Filipino talent. --Ed: CSN
