Lucio Tan’s LT Group Inc. has partnered with Weisshaus, a leading distributor of international spirits, to bring the Tanduay rum brand to Austria, making it the first Asian rum brand to enter the country.
Andreas Osler, Weisshaus managing director, said they see the brand’s huge potential in the Austrian market.
“In our experience, rum connoisseurs in Austria generally like to experiment and are constantly on the lookout for new rums. Asian rums, in particular, are currently very popular, as they are also seen as an expression of the Asian way of life and nightlife, which is very trendy in this country,” Osler said.
Rum, according to Osler, is the second most popular among spirits in Austria and consumed more frequently than whisky.
“Rum is enjoyed both at home and in bars and restaurants,” Osler said.
Tanduay president and COO Lucio Tan III said the brand’s entry into more European countries is a new chapter in the alcoholic beverage maker’s 168-year-old history.
“It is a great time for Tanduay as we bring our Philippine-made rums to more countries that have a rich spirits culture. With Weisshaus as our partner, we believe that we will reach more customers in Austria,” Tan said.
Osler said Tanduay Double Rum, one of the brand’s most-awarded products, had impressed their team the most, noting the brew has no sugar was added in its production.
“It can become a serious competitor for leading rum brands in the premium rum segment in Austria. We see great potential in this rum to position it as a pure sipping rum,” he said.
The Tanduay Asian Rum Gold, Tanduay Asian Rum Silver and Especial Spiced Rum, meanwhile, are for mixing with cocktails.
“These have what it takes to capture significant market shares from leading rum brands,” Osler said.
Osler said Weishauss will bring Tanduay to trade fairs where they could give samples or hold tasting events and master classes.
“Among other things, we plan to offer Tanduay tasting samples in our shop. Due to the excellent quality of Tanduay rums, we assume that the initial spark for Tanduay’s success will have been given after this introductory phase,” he said.
In the past two years, Tanduay has made its presence felt in Germany, Belgium, the Netherlands, Luxembourg and the United Kingdom.
Tanduay is also available in 11 U.S. states and the territory of Guam, the United Arab Emirates, China, Singapore and Hong Kong.
