Insider Spotlight
The trend comes as Philippine brand Tanduay maintained its status as the world’s top-selling rum for the ninth consecutive year, underscoring how established domestic brands continue to outperform in challenging conditions.
The company sold 23.2 million case liters in 2025, even as the broader rum category experienced a decline.
Why it matters
Spirits producers are navigating a difficult operating environment marked by geopolitical tensions, supply-chain disruptions, and cautious consumer spending.
Industry observers say brands that combine affordability with deep market penetration are better positioned to sustain volume sales.
By the numbers
Global rum sales slipped from 73.7 million to 73.1 million cases, reflecting broader pressure across the category.
Tanduay’s sales declined 2.5 percent year over year but remained enough to secure its industry-leading position.
Tanduay International business development manager Roy Kristoffer Sumang said the company remains focused on long-term expansion despite changing consumer preferences.
“Although the rum category in general experienced a decline in sales, we remain focused on Tanduay’s long-term growth. We recognize that consumer preferences evolve, and we are there to meet their changing needs while remaining committed to our craftsmanship and innovation,” Sumang said in a press statement.
The big picture
Global spirits sales are “barely out of the woods,” citing ongoing conflicts and trade uncertainties that continue to complicate international business operations and supply chains.
Founded in 1854, Tanduay said it plans to continue investing in product value and international distribution as it seeks growth beyond its home market.
“We will continue offering quality products at the best value, and furthering our distribution globally,” said Sumang. —Vanessa Hidalgo| Ed: Corrie S. Narisma
