Insider Spotlight
The move reinforces the Lucio Tan Group-backed distiller’s strategy of anchoring its growth on heritage, craftsmanship and occasion-driven marketing, particularly during high-consumption seasons such as Chinese New Year.
“Chinese New Year is a time to honor tradition while embracing progress, and the Tanduay Superior Rum reflects this balance. It is a product of Tanduay’s rich heritage and craftsmanship. It is a premium expression for our loyal customers,” Roy Kristoffer Sumang, Tanduay International business development manager, said in a press statement.
Why it matters
Chinese New Year is a key sales driver for liquor companies, as consumers stock up for family gatherings, corporate celebrations and gift-giving.
By linking the Fire Horse’s symbolism of energy, passion and determination with its Superior Rum, Tanduay is tapping into cultural resonance to boost brand recall and premium sales.
The product
Tanduay Superior Rum is crafted by blending rum aged for two years with rum aged for up to 12 years, underscoring the company’s focus on aging and blending expertise.
Bottled at 80 proof with an alcohol content of 40 percent by volume, the rum features molasses on the nose, followed by orange peel and banana notes, rounded out with toasted walnut.
On the palate, it delivers layers of caramel, oak wood and pepper, with hints of nuts and coconut, finishing medium to long and dry with lingering molasses and cocoa.
Accolades and brand equity
The Superior Rum has earned several silver and gold medals from Monde Selection, strengthening its credentials in both domestic and export markets.
Tanduay was declared the World’s No. 1 Rum by Drinks International magazine in 2017 and has held the title for eight consecutive years, cementing its global standing in a competitive spirits category.
Big picture
Founded as a distillery in Hagonoy, Bulacan, Tanduay has maintained traditional distilling methods even as it expanded under the Lucio Tan Group since 1988.
With distribution through www.shots.ph, supermarkets and liquor stores nationwide, the Fire Horse edition underscores Tanduay’s dual focus on premiumization and wider retail reach— positioning the brand to capture both celebratory spending and meaningful gifting in the year ahead. —Vanessa Hidalgo | Ed: Corrie S. Narisma
