Insider Spotlight
One of the clearest signals is rum, where producers rooted in traditional methods are increasingly competing in premium categories once dominated by Caribbean labels.
Why it matters
As drinkers trade up for aged, authentic spirits, provenance and production story are becoming as important as price. That shift is opening doors for Asian producers with long histories but limited global visibility.
Tanduay, founded in 1854 and long a dominant name at home, has been leaning into this craft narrative as it expands overseas.
Its distilling, aging, blending, and bottling are all done in the Philippines, using locally sourced ingredients—a fully integrated approach that mirrors trends in premium whiskey and rum markets.
That strategy recently gained fresh validation when the brand earned two gold medals at the World Spirits Competition hosted by Cigar & Spirits Magazine, for Tanduay Reserve Rum 10 Years and Tanduay Double Rum.
The big picture
The competition used blind tastings judged by industry experts and professional tasters, removing brand and origin cues. The results reinforced that Philippine-made rum can stand alongside established global labels on quality alone.
Both winning expressions highlight long-term aging and blending, hallmarks of higher-end spirits.
Tanduay Reserve Rum 10 Years is aged in ex-bourbon barrels, while Tanduay Double Rum blends rums aged 16 and five years, followed by additional aging. These profiles align with growing consumer interest in complexity, barrel influence, and time-intensive production.
Context
Tanduay’s recent recognition builds on a long track record of international accolades, stretching back to a gold medal at the 1876 Exposition Universelle in Paris.
More recently, the brand has picked up honors from Monde Selection, the World Branding Awards, the New York International Spirits Competition, and the San Diego Spirits Festival.
What’s next
Distribution is expanding well beyond Southeast Asia. Tanduay products are now available across North America, Europe, the Middle East, and parts of Oceania, including the United States, the United Kingdom, Canada, Germany, Australia, and the United Arab Emirates.
The bottom line
As global drinkers look for authenticity and craftsmanship, Filipino rum is moving from niche curiosity to credible contender—with Tanduay positioning itself as a standard-bearer for the category. —Vanessa Hidalgo | Ed: Corrie S. Narisma
