WINNING | Philippine rum steals spotlight at gin fest

Insider Spotlight

• Tanduay turned heads at the Manila Gin Festival with a rum-focused cocktail experience
• The brand highlighted premium Filipino craftsmanship through curated cocktails and tastings
• Festivalgoers sampled export-grade rums and previewed upcoming reserve expressions
  
  

In an event dominated by gin, a Filipino rum brand captured attention by transforming its booth into a showcase of premium mixology, craftsmanship, and island heritage.

The approach paid off: Tanduay won the Best Booth–Premium Category at the Manila Gin Festival 2026, marking its third year participating in the event and underscoring its push to strengthen its premium positioning in the global spirits market.

Why it matters

The Manila Gin Festival attracts a discerning crowd of spirits enthusiasts, giving brands a rare platform to demonstrate quality, storytelling, and creativity. Tanduay used the opportunity to reinforce that Philippine rum can compete with international premium spirits.

“The festival attracts a knowledgeable and enthusiastic crowd, making it the perfect place to showcase the range and versatility of our premium rum portfolio,”  Romadel Pamfilo, Tanduay special projects unit head, said in a press statement.

“Our main goal is to solidify Tanduay’s position as a premium rum brand. We want to show that we offer world-class products, proudly made in the Philippines,” Pamfilo said.

The detailsFestival organizers evaluated booths based on visual design, customer engagement, cocktail presentation, and overall experience. Tanduay’s booth stood out with cocktails crafted by mixologists from AKA Day/Night Drinks—Rose Amor de Guzman on Day 1 and Jesus Pardillo on Day 2.

Each mixologist created four cocktails inspired by distinct themes: a Filipino-inspired drink, a tropical flavor profile, a signature cocktail, and a spirit-forward expression. 

The cocktails used Tanduay Asian Rum Gold, Tanduay Asian Rum Silver, Especia Spiced Rum, and Tanduay Double Rum as base spirits.

“Serving our rums as cocktails and neat allowed guests to experience the diverse characteristics, craftsmanship, and versatility of our rums,” Pamfilo said.

Zoom in

Visitors also sampled upcoming expressions—Tanduay Reserve Rum 10 Years and Tanduay Reserve Overproof—currently sold in select international markets but expected to launch locally soon.

Interactive promotions, including a claw machine game for social media participants and limited-edition merchandise for bottle purchases, helped drive engagement during the two-day festival at the BGC Amphitheater.

What’s next

The showcase aligns with Tanduay’s broader “Rum from the Islas” campaign, which highlights how Philippine climate, soil, and sugarcane traditions shape the brand’s rum-making heritage.

“Creatively, the campaign celebrates both place and product. ‘Rum from the Islas’ encapsulates the beauty, warmth, and vibrancy of the Philippines, while reinforcing Tanduay’s craftsmanship and premium quality,” Pamfilo said. —Vanessa Hidalgo | Ed: Corrie S. Narisma