Tanduay, one of the Philippines’ most awarded rum brands, is expanding its European footprint with a new distribution partnership in Denmark, strengthening its push into premium spirits markets across the region.
The Lucio Tan Group-owned liquor company has teamed up with Bastard Spirits, a boutique distributor recognized for its premium-focused portfolio and strong expertise in navigating the tightly regulated Nordic alcohol market. The partnership positions Tanduay to tap Denmark’s evolving spirits landscape, where consumer tastes are shifting and rum is gaining ground.
“We are a premium-focused distributor,” said Jesper Kjaer, international sales manager of Bastard Spirits. “We curate a portfolio of high-quality spirits and partner with select premium brands to ensure focus and exclusivity. At the same time, we offer flexible distribution solutions—from long-term brand partnerships to bulk and stock-clearance programs.”
Bastard Spirits’ network spans specialty wine and spirits shops such as Vild med Vin, Private Selection, and Rombo, alongside major online retailers including Ginbutikken and Vault of Spirits. It also serves multiple segments, from fixed portfolio listings to bulk sales and the premium gifting market.
Denmark’s spirits market has been evolving, with rum emerging as a key beneficiary of the gradual decline in gin’s long-standing dominance. According to Kjaer, younger consumers and women are increasingly open to rum, which is often perceived as more approachable than whisky due to its sweeter flavor profiles.
This trend aligns well with Tanduay’s diverse portfolio, which ranges from smooth aged rums to bold overproof expressions.
“Denmark is an exciting market marked by curiosity and openness to new flavors,” said Roy Kristoffer Sumang, international business development manager of Tanduay Brands International Inc. “We see strong potential for Tanduay to thrive with Bastard Spirits’ premium-focused distribution and deep understanding of Nordic consumers.”
Tanduay’s initial strategy includes placements in wine and gifting shops, on-trade distribution through wholesalers such as Sprit&Co, and building visibility in bars, with longer-term plans targeting duty-free and select retail chains.
