Listed distiller Tanduay under LT Group Inc., on Monday reported sharp boosts to the operation and distribution of its products.
The brand increased its nationwide share in the distilled spirits market to 30.7 percent as of September last year, up from 26.6 percent in 2021. It continues to dominate in the Visayas and Mindanao with a market share of 69.8 percent and 79.4 percent, respectively.
Abroad, it entered into more European markets via partnership agreements with leading spirits distributors in Poland, Austria, the United Kingdom, Georgia, Armenia, Belgium, the Netherlands and Luxembourg and the brand is now marketed in Australia and Canada.
The business has established so-called Tanduay Bars in the home arenas of its new partner teams in the National Basketball Association, including the Fiserv Forum of the Milwaukee Bucks, the Target Center of the Minnesota Timberwolves and the Footprint Center of the Phoenix Suns.
Tanduay remains the only Filipino brand to have partnerships with leading NBA teams, which includes NBA champion the Golden State Warriors.
The pandemic affected customer tastes and buying habits as demand for ready-to-drink alternatives increased due to the lockdowns when customers went online to purchase products, according to Drinks International Magazine’s key trends for 2022.
Since the appointment Lucio Tan III as president and chief operating officer, the brand has introduced the barrel-aged gin Ginto, Tanduay cocktails, and Barman cocktail concentrates.
The e-commerce store, shots.ph, was also organized to make it easier for customers to buy Tanduay products online.
The brand was also named the world’s Number 1 Rum for five consecutive years by Drinks International Magazine, which gathers sales figures of different brands across the world.
