Tanduay, the Philippine rum brand owned by tycoon Lucio Tan, has kept its title as the world’s best-selling rum for nine consecutive years, according to Drinks International Magazine.
In 2025, the company recorded sales of 23.2 million case liters — a 2.5 percent drop from the prior year — while overall global rum volumes also edged down from 73.7 million to 73.1 million cases.
Roy Kristoffer Sumang, Tanduay’s international business development manager, noted the wider industry slowdown but said the brand remains focused on long-term growth, adapting to shifting consumer tastes while preserving quality and innovation.
Drinks International’s latest report highlights that in challenging economic times, success favors brands with strong local appeal, affordable pricing, and extensive distribution. Editor Oli Dodd added that ongoing geopolitical conflicts and trade tensions continue to strain supply chains, making growth harder for global players.
Established in 1854, Tanduay has endured wars, political shifts, and economic crises. Sumang stated the brand will keep offering good value, expanding its global reach, and viewing its top ranking as a shared achievement for Filipinos.
