Tanduay, the flagship liquor brand of Lucio Tan’s business empire, has secured the 7th spot in The Spirits Business magazine’s 2024 Top 10 Best-Selling Brand Champions list, making it the only rum—and only Filipino—brand to break into the global ranking.
The recognition comes as Tanduay recorded a 2 percent year-on-year sales growth, reaching 23.8 million nine-liter cases sold. The brand also retained its title as the Rum Brand Champion for the year.
“Being recognized as a brand champion is a great honor… This inspires us to continue raising the bar,” said Kyle Tan, COO of Tanduay Distillers Inc.
Tanduay climbed from 9th place in 2023, marking a strong comeback amid global market challenges. The magazine praised the brand’s resurgence, citing both product consistency and strategic growth.
Tanduay’s flagship 5 Years rum remains a key growth driver, along with strong performances from Tanduay Light and Tanduay Select. While the Philippines continues to be its primary market, international sales have grown in the U.S., Belgium, Ukraine, and the UAE.
Looking ahead, the company plans to expand further into the premium segment with offerings tailored to both local and global upscale markets.
“This recognition is not just a win for Tanduay—it’s a win for the Filipino,” added Tan.
