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Dubbed “Tagay ng Kalayaan,” the initiative includes themed cocktail offerings at two popular bars in Poblacion, Makati, as well as an online film that will be released across Tanduay’s official social media channels beginning June 12.
Why it matters
The campaign underscores how heritage consumer brands are increasingly tying marketing efforts to national identity and shared cultural values, particularly during major civic celebrations.
“’Tagay ng Kalayaan’ is our way of recognizing and honoring the everyday struggles of the Filipino, those who continue to get up and work every day, pushing forward despite the obstacles they meet along the way. Your sacrifices for your family and the country have made our freedom more meaningful, and we offer this Tagay Tanduay to you,” Tanduay brand manager Gem Leonard Boy said in a press statement.
As part of the activation, Tanduay will host game nights and offer limited-time cocktail menus at Alamat Filipino Cuisine and Polilya | Craft Beer and Cocktails on June 12. The drinks will feature award-winning products including Tanduay Asian Rum Gold, Tanduay Asian Rum Silver, and Especia Spiced Rum.
By the numbers
The cocktail selections are designed to represent regional flavor profiles from Luzon, Visayas, and Mindanao. At Alamat, customers can try creations featuring strawberry and bibingka, mango and pineapple, and calamansi with ginger. Meanwhile, Polilya’s menu includes cocktails infused with jackfruit, mango, pineapple jam, durian, chili, and ginger.
The company is also releasing a film celebrating Filipino resilience across generations, emphasizing the connection between the sacrifices of the past and the freedoms enjoyed today. The film will be available on Tanduay’s YouTube, Facebook, Instagram, and TikTok accounts.
The bottom line
Founded in 1854, Tanduay said it has grown alongside the nation and evolved into a globally recognized rum brand. The company said the Independence Day campaign serves both as a tribute to Filipino perseverance and a gesture of gratitude to consumers who have supported the brand through the decades.
“As we celebrate Independence Day, we encourage Filipinos to keep going. Tanduay is with you in your journey. The ‘Tagay ng Kalayaan’ campaign is also an opportunity for us to express our gratitude to all of you, to give back the support that you have given us throughout the decades. We owe our success to you, and you can count on us to stay true to our commitment of providing quality and innovative products that reflect our Filipino roots,” Boy said. —Vanessa Hidalgo| Ed: Corrie S. Narisma
