Tanduay, a homegrown liquor brand owned by tycoon Lucio Tan, is now the world’s top-selling rum, according to Drinks International magazine.
“Our distinctly Filipino rum is now the world’s number one... We have a great product to offer the world and the world recognized it,” said Lucio Tan Jr., president and chief executive officer of Tanduay Distillers Inc., in a press briefing held at Century Hotel, Manila.
Drinks International’s “definitive ranking of the world’s million-case rum brands” for 2017 cited Tanduay as the new leader with 19.5 million cases sold in 2017.
Tanduay has taken over the number one spot from a list of international rum brands that has long been dominated by Bacardi, which is now relegated to the second position with 16.8 million cases and McDowell’s No. 1 in the third place with 14.3 million cases sold.
Tan attributed Tanduay’s rise to the top to the strong domestic sales and its move to aggressively introduce the brand overseas, especially in the US to build its brand equity and awareness.