Philippine rum brand Tanduay is starting to gain recognition among consumers despite being a newcomer in the Chinese market.
“The Asia Pacific market, which includes China, was a big driver of Tanduay’s international business in 2023, which grew by 59.24 percent versus that of 2022. Our international sales also increased by 60.54 percent last year compared to the previous year,” said Marc Ngo, Tanduay international business development manager.
He said one of their focuses is penetrating the bars in China. “Our objective is to elevate the cocktail experience of the Chinese market,” Ngo said.
Joseph Zhang, marketing manager for HengTe Selection Trading Co. Ltd., Tanduay’s distribution partner in China, said the rum category, along with tequila, is experiencing growth in the Chinese market because of young consumers who have a penchant for cocktails.
“Our goal is to educate consumers about Tanduay—its history, sugarcane varieties, craftsmanship and unique taste through digital media. This approach has so far helped us in raising awareness for the brand,” he said.
Tanduay achieved significant strides in mainland China in 2023, with its products making their way to shelves in cities like Beijing, Shanghai, Tianjin, Guangzhou and Zhengzhou. While the initial volume was modest, these placements mark a promising start for the brand, the company said.
Tanduay participated in the 109th Food and Drinks Fair in Shenzhen and hosted several tasting events. Its products were also made available on online platforms such as JD.com and Taobao for accessibility to consumers.
Zhang said Tanduay White Rum and Boracay Coconut Rum are the most popular among the brand’s products in China. “Gen Z is the main market for imported spirits like Tanduay. They like to mix it in cocktails. They also prefer low-alcohol drinks,” he said.
Zhang said they would further build Tanduay’s image and increase market reach through tasting events and marketing campaigns this year.
“Our target this year is to achieve a 50-percent sales increase,” he said.
Tanduay is celebrating its 170th anniversary this year, and is strongly expanding its international business. It is available in China, the U.S., Singapore, Qatar, the United Arab Emirates, France, Germany, Belgium, the Netherlands, Luxembourg, the United Kingdom, Austria, Poland, Georgia, Armenia, the Czech Republic, Costa Rica, Canada, New Zealand, Ukraine and Taiwan.
