PH rum re­mains world’s fa­vorite for two con­sec­u­tive years

Sun Star Bacolod - - Business -

TAN­D­UAY, a 165-yearold Filipino brand, re­mains num­ber one in the rum cat­e­gory for two years now fol­low­ing the lat­est re­ports from Drinks In­ter­na­tional.

In a press brief­ing on Satur­day, Lu­cio Tan Jr., pres­i­dent and chief op­er­at­ing of­fi­cer of Tan­d­uay Dis­tillers, Inc., said the ti­tle is a mile­stone not only for their com­pany but also for the Philip­pines.

“Last year, we an­nounced that Tan­d­uay is the World’s Num­ber One Rum, aim­ing for the top to bat­tle the in­dus­try’s global giants was dif­fi­cult, es­pe­cially for an Asian brand. Pero hindi pala doon natat­a­pos ang la­ban, mas matindi pala ka­pag nasa taas (But the bat­tle doesn’t stop there, it’s more dif­fi­cult when you’re up there) be­cause the chal­lenge was to re­main on top,” Tan said in his speech.

Drinks In­ter­na­tional is a global spir­its mar­ket or­ga­ni­za­tion which re­wards the great­est drinks in dif­fer­ent cat­e­gories. It re­leases an­nual in­dus­try up­dates and rank­ings of brands that record vol­umes of a mil­lion 9-litre cases or above the pre­vi­ous year.

This month, it has re­leased its World’s Mil­lion-case Spir­its Brands for 2019 Rank­ings which showed Tan­d­uay with ad­di­tional three mil­lion cases in 2019, leav­ing Bac­ardi at the sec­ond spot.

For his part, Paul Lim, chief mar­ket­ing of­fi­cer of Tan­d­uay, said their com­pany em­barked on an “ag­gres­sive mar­ket­ing plan and an in­ten­sive dealer re­ten­tion plan” three years ago.

“The com­pany in­creased its mar­ket pres­ence abroad by ex­pand­ing its dis­tri­bu­tion net­works in the United States (US), Mid­dle East, Europe and soon here in Asia, start­ing with a dis­tri­bu­tion deal for Singapore this July,” Lim said.

In an in­ter­view with the Philip­pine News Agency (PNA), Lim ex­plained Tan­d­uay has ad­justed “in ev­ery area to meet the rules of liquor of ev­ery coun­try their rum prod­ucts have reached”.

“We had to meet the re­quire­ments, ob­serv­ing their re­stric­tions. So, we made ad­just­ments on the rum’s taste, la­bels, be­cause the liq­uid pro­file here in the Philip­pines won’t be nec­es­sar­ily ap­proved in China and the US, and in the US, ev­ery state has reg­u­la­tions,” he said.

For Tan­d­uay rum to be more com­pet­i­tive in Singapore, Lim said they have ad­justed their prod­uct’s pack­ag­ing from 750 ml to 700 ml “be­cause all their com­peti­tors are pack­aged in such man­ner with con­sid­er­a­tion to ex­cise tax”.

“In the US, we po­si­tioned Tan­d­uay on the pre­mium seg­ment, un­like here in the coun­try where our prod­uct is in the main­stream. From the con­sumers’ stand­point, kahit hindi sila umi­inom (even if they don’t drink) they would re­ally love to see a Philip­pine prod­uct that is grow­ing glob­ally and be­ing pa­tron­ized by con­sumers abroad,” he added.

Mean­while, Gerry Tee,

over­all head of Dis­til­leries Op­er­a­tions of Lu­cio Tan Group of Com­pa­nies, said Tan­d­uay Dis­tillers, Inc. is adopt­ing more ef­fi­cient tech­nolo­gies to de­crease its de­pen­dence on na­ture.

“Our in­dus­try, the dis­til­leries is one of the most re­source in­ten­sive in­dus­tries which re­quire huge amount of wa­ter and en­ergy, two of the most uti­lized re­sources of in­dus­tri­al­ized in de­vel­op­ing economies. So, we have put up our own de­hy­dra­tor to lessen our de­pen­dence on fresh wa­ter, we have also in­stalled so­lar pan­els on our ware­houses to have re­new­able en­ergy for our op­er­a­tions,” Tee added.

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