Tanduay bested Bacardi as the biggest selling rum brand in the world, reported the Philippine Daily Inquirer today.
This was based on the data reported by Drinks International, a global magazine which covers the alcohol market. According to their data, Tanduay sold 19.5 million nine-liter cases worldwide in 2017, higher than second place Bacardi, which sold 16.3 million nine-liter cases.
Naturally, Lucio Tan Jr., president and chief executive of Tanduay Distillers, the company which manufactures Tanduay, is elated with the news. He said, “We have a great product to offer the world and the world finally recognized it.”
Tanduay has marketed itself aggressively in the past year, signing an official partnership with the National Basketball Association team Golden State Warriors. It serves as the sponsor of the team’s Tanduay Rum Club, located inside its homecourt, the Oracle Arena in Oakland, California.
Tanduay traces its beginnings from a distillery in the sleepy town of Hagonoy, Bulacan, where it was founded in 1854. The name was reportedly based from the Tagalog word “tangway,” which means peninsula.