The honor recognizes Tanduay not only for its impressive sales performance but also for its brand strength and resilience in an increasingly competitive global spirits market.
According to data gathered by The Spirits Business, Tanduay recorded a 1.9-percent increase in sales, reaching 23.8 million nine-liter cases sold in 2024. It was the only rum brand to break into the top 10.
Strong performance of Tanduay 5 years
“Being recognized as a Brand Champion is a great honor,” said Kyle Tan, chief operating officer of Tanduay Distillers Inc. “It’s a testament to the hard work of our team, the support of our customers, and the strength of our brand values. This recognition reinforces our commitment to quality, innovation, and our tradition of excellence.”
Tanduay rose to 7th place from 9th place the previous year, defying global headwinds in the spirits industry. The Spirits Business noted: “Everyone loves a good comeback story, and Tanduay’s bounce back last year is a classic example.”
The brand attributes its growth to the continued strong performance of its flagship Tanduay 5 Years, supported by its fast-rising variants Tanduay Light and Tanduay Select.
Growing presence in markets overseas
While the Philippines remains Tanduay’s largest market, its global footprint is expanding steadily, with growing presence in the United States, Belgium, Ukraine, and the United Arab Emirates.
Looking ahead, Tanduay plans to scale into the premium spirits market, introducing high-quality products tailored to upper-market segments both locally and internationally.
Philippines’ pride
The Brand Champions list is curated annually by The Spirits Business, which collects data from top-performing global brands with over one million cases sold. Recognition is based on a combination of sales performance, marketing strategies, innovation, and brand consistency.
Tanduay’s achievement stands as a milestone not just for the brand, but for the Philippines.
“It’s a moment of immense pride to see a homegrown Philippine brand standing alongside the biggest names in the global spirits industry,” said Tan. “This is not just a win for Tanduay—it’s a win for the Filipino.” —Ed: Corrie S. Narisma
