Tanduay Distillers introduces premium blended Embassy Whisky

Could whisky be slowly shedding its male-oriented image and becoming increasingly appealing across all generations? If so, then Tanduay Distillers Inc. is heading to the right direction with the recent introduction of its premium blended “Embassy Whisky” to today’s younger generation. In a 2013 Nielsen survey in the United States, millennial purchases were shifting the sale of alcoholic beverages toward the spirits, particularly whiskey which is reportedly getting more share of the market and growing more number of female consumers. In the Philippines, independent market research provider Euromonitor International recently reported that the younger, more affluent consumers’ demand for “new drinking experiences” drove the sales growth in the spirits category in 2017. In keeping pace with this trend, Tanduay Distillers made just about the right move in breaking into this age group with its “Embassy Whisky” in the midst of changing consumer needs. Sold for only P120 for a 750-ml bottle of a premium quality whisky, the more sophisticated drink was made accessible to millennials who love socializing and unwinding after work. The smooth blend of malt whisky and fine spirits boasts of a gentle and elegant aroma of fine aged whisky with hints of oak and caramel. It was skillfully crafted to achieve a light-bodied, rich taste that is best enjoyed neat or on the rocks—a perfect drink for the young professionals. “The development of Embassy Whisky was actually two years in the making,” Tanduay Distillers digital/brand manager Edzel Ty said. “The young professionals are targeted as the primary market based on the fact that they remain being the most socially outgoing among alcohol beverage drinkers.” Bearing the tag #ChillMunaTayo, Embassy Whisky hit the shelves of leading retail and convenience stores last June 26, with many of its primary market sampling the newly minted drink of choice during its launching at the Elements Centris in Quezon City. Senior brand manager Marc Ngo said that Embassy Whisky embodies the philosophy of attainable luxury, which resonates with discerning yet practical individuals. “It fulfills a growing demand for superior drink that everyone can actually enjoy,” he added. Tanduay Distillers Inc., owned by the LT Group Inc., is one of the top domestic players having the majority share of spirits in the country. In October last year, the distiller’s Tanduay Rhum bagged the “Brand of the Year” award for the third straight year in the Alcoholic Beverage-Spirits Category at the World Branding Awards in London—the premier awards of the World Branding Forum that honor the world’s best brands for their work and achievements. Now that it has launched “Embassy Whisky” for the driven, ambitious and hardworking yuppies, the diversified beverage company is expected to keep its tradition of continuous innovation being a wellrenowned local brand that is recognized globally.