Tanduay taps Tatak Pinoy Expo to support global growth

Insider Spotlight

• Tanduay leveraged the Tatak Pinoy Expo 2026 to reinforce its global expansion strategy and showcase premium Philippine-made rums
• The rum maker said the event aligned with government efforts to elevate Filipino industries and products in international markets
• Tanduay highlighted its award-winning portfolio while promoting Filipino craftsmanship, heritage, and innovation
  
  
  

Tanduay showcased its premium rum portfolio at the Department of Trade and Industry’s (DTI) Tatak Pinoy Expo 2026, using the event as a platform to strengthen its position as a globally recognized Filipino brand while supporting the government’s push to promote local industries internationally.

Held at the SMX Convention Center Manila, the expo brought together some of the country’s leading brands and highlighted products and services that embody Filipino excellence and competitiveness.

Why it matters

The participation comes as Tanduay accelerates its international expansion efforts in 2026, building on recent recognition from global spirits competitions and growing overseas distribution.

“As a brand that represents 172 years of history, our participation in the Tatak Pinoy Expo 2026 reflects our Filipino pride. During the expo, we were able to showcase our premium rum portfolio to a broad, engaged Filipino audience and to likewise reinforce our identity as a world-class brand rooted in Philippine heritage. It was also an opportunity to align ourselves with the national push to put Filipino industries on the global map,” Tanduay special projects unit head Romadel Pamfilo said in a press statement.

Pamfilo said the expo enabled the company to engage with consumers, trade partners, and stakeholders who support the growth of Philippine-made products. She added that the initiative complements Tanduay’s strategy of exporting not only spirits but also Filipino excellence.

The big picture

The company used the expo to create an immersive visitor experience featuring cocktail demonstrations, product tastings, and interactive activities. Among the products showcased were Tanduay Reserve Rum 10 Years, Tanduay Overproof, Tanduay Double Rum, Especia Spiced Rum, and Tanduay Asian Rum Gold & Silver.

“These products represent the full range of what Tanduay can do, from aged sipping rums to bold overproof expressions, and they carry the weight of international recognition behind them. We wanted visitors to see that Filipino rum can compete with, and win against, the best in the world,” Pamfilo said.

Tanduay said it remains focused on expanding international distribution while maintaining the craftsmanship and quality that have helped it earn the title of the world’s top-selling rum brand by Drinks International for eight consecutive years. 

The company’s products are now available across markets in Asia, Europe, North America, the Middle East, and Australia. —Vanessa Hidalgo| Ed: Corrie S. Narisma