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Rum Giant Tanduay Makes U.S. Debut

June 21, 2013

Philippine rum Tanduay, the world’s second-largest rum brand by volume, is entering the U.S. market. And, unlike in its native Philippines, where it sells as a commodity brand (with an average retail price of less than $3 a 750-ml.), Tanuday will be priced squarely at the premium end in the U.S, the world’s largest premium rum market. Rolling out into select markets this summer, Tanduay’s U.S. portfolio will initially include its Silver Tanduay and Gold Tanduay expressions, both of which are priced at $19.99 a 750-ml.

Beacon Beverage and MHW will handle all distribution, account management, logistics and transportation for Tanduay, while Brand Action Team is charged with managing the rum brand’s launch and brand strategy.

First established in 1854, Tanduay sells around 19 million cases annually—nearly all of it in its home market. Now, Tanduay Distillers is casting its sights abroad, and the world’s largest premium rum market is a key target. “As we began to lay the groundwork for making Tanduay a global brand, it was clear that the United States was an important, yet untapped market,” said Lucio K. Tan Jr., president of Tanduay Distillers, Inc., adding that the company’s goal is to “quickly establish a U.S. presence.”

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