Tanduay Distillers Inc., the spirits arm of tycoon Lucio Tan, is ramping up its international expansion with a strategic push into Latin America. As the global demand for its rhum brand soars, the company has set its sights on growing its presence in Mexico, a market with promising potential.
Roy Kristoffer Sumang, Tanduay international business development manager, highlighted the brand’s exponential growth and the importance of tailoring its expansion strategy to each new market. “We want to make sure that Tanduay is recognized not only by Filipinos abroad but also by the locals in each country we expand to,” Sumang said.
One of its key strategies for growth is establishing small warehouses in strategic locations across different regions, which enables Tanduay to expand its distribution reach and better serve its customers.
For example, the company recently streamlined its operations in the Czech Republic. Previously, Czech customers received their Tanduay products from an Amsterdam warehouse, but this year, direct shipments from the Philippines began, improving logistics and supply chain efficiency.
Tanduay’s global expansion is also gaining momentum in other regions. Earlier this year, the company entered the South Korean market, with a formal launch planned in December. Additionally, Tanduay has increased its retail footprint in Peru, which began importing the brand in 2023.
Europe is also a key focus, with Tanduay looking to introduce its premium offerings to countries such as France, Italy, Spain, Denmark, and the Nordic States. While the brand acknowledges that becoming a household name internationally will take time, Sumang is confident that steady, well-planned steps are being taken to build a strong foundation for the future.
Currently, Tanduay products are available in 23 countries outside the Philippines, with its largest markets located in North and South America, Europe, and the Asia Pacific region. Countries such as the United States, United Kingdom, Canada, and Germany have been key hubs for the brand’s international sales, alongside emerging markets like Costa Rica, Peru, and South Korea.
With an ambitious yet measured approach, Tanduay aims to make its mark as a globally recognized brand, one step at a time.
