Philippine Daily Inquirer - - SUNDAY BIZ INQ -

The pres­ti­gious World Brand­ing Awards, the ul­ti­mate global brand-recog­ni­tion ac­co­lade, has re­cently named Tanduay Rum the “Brand of the Year” in a cer­e­mony held at State Apart­ments of Kens­ing­ton Palace.

“We are elated with the recog­ni­tion given once again to Tanduay. For the past years, we have con­tin­ued to come up with new prod­uct in­no­va­tions and cre­ate memorable ex­pe­ri­ences for our con­sumers that fur­ther strength­ened our brand eq­uity,” said Paul Lim, chief mar­ket­ing of­fi­cer, Tanduay Dis­tillers, Inc.

Win­ners are judged through three streams: brand valu­a­tion, con­sumer mar­ket re­search and pub­lic on­line vot­ing. Over 230,000 con­sumers from around the world par­tic­i­pated in the vot­ing process. Seventy per­cent of the scor­ing process comes from con­sumer votes. Only one win­ner was cho­sen in each cat­e­gory per coun­try.

“In June, we were rec­og­nized by an in­ter­na­tional award for be­ing the world’s top sell­ing rum. Now, a world recog­ni­tion of the brand af­firms even more that we con­tinue to pro­vide our con­sumers with a great prod­uct ex­pe­ri­ence,” Lim added.

It was also this year that Drinks In­ter­na­tional mag­a­zine pub­lished a rank­ing of the sales of global rum brands.

Ac­cord­ing to the doc­u­ment, based on 2017 sales fig­ures, Tanduay has over­taken Bac­ardi as the world’s best-sell­ing rum, cit­ing that the com­pany sold 19.5 mil­lion 9L cases (vs. Bac­ardi’s 16.8 mil­lion) and showed 17 per­cent growth year on year.

The brand awards, on the other hand, brings Tanduay among the world’s most rec­og­niz­able brands such as BMW, Cartier, Club Med, JinkoSo­lar, John­nie Walker, Lego, L’Oréal, Louis Vuit­ton, Nescafé, Rolex, Sam­sung, Schwarzkopf and Yakult.

Re­gional win­ners were Aji­nomoto, Uniqlo (Ja­pan); Gior­dano, Op­ti­cal 88, Sasa, Shangri–La (Hong Kong); In­domie (In­done­sia); LuLu; RAK Ceramics (United Arab Emirates); MTN (South Africa); and Zara (Spain).

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