Insider Spotlight
The company's approach earned it the Best Brand Immersion Experience award at Whisky Live Manila 2026, following a two-day showcase that attracted visitors through cocktail offerings, product demonstrations and personalized activities.
Experiential marketing provides Tanduay with opportunities to engage consumers directly, communicate product distinctions and strengthen relationships in the competitive spirits industry.
Its Rum From the Islas booth featured a cocktail bar, neat-tasting section, interactive claw machine and heat press station where visitors could customize pouches.
According to the company, these attractions generated steady foot traffic, with several guests returning to explore additional offerings.
Taste profiles of Tanduay Rum
“Our cocktails sold out on both the first and second days, and we were equally surprised and proud that all of our neat-tasting spirits were finished before the event concluded. These results were a very strong indication of our guests’ enthusiasm and willingness to explore what Tanduay Rum has to offer,” Tanduay management specialist Luis Lico said in a press statement.
Tanduay Double Rum emerged as the most popular product among visitors, while familiar offerings such as Tanduay 5 Years helped reconnect the brand with existing Filipino consumers.
The event also introduced attendees to Tanduay's international portfolio.
Tanduay liquid development unit head Karla De Roxas and central laboratory unit head Wendy Fausto conducted a brand talk explaining the characteristics and taste profiles of its rums.
International expansion
Tanduay has pursued international expansion since 2013, extending its distribution network across markets in Asia, Europe, North America and other regions.
Its products are currently distributed in countries including the United States, United Kingdom, Canada, Australia, Japan, Singapore and South Korea.
The company's participation in Whisky Live Manila reflects its broader effort to connect product education with consumer experiences. —Vanessa Hidalgo | Ed: Corrie S. Narisma
