Tanduay is sharpening its push into the premium spirits market after winning the Best Brand Immersion Experience award at Whisky Live Manila 2026, where strong attendee turnout and product demand underscored interest in Filipino-made rum.
The award, determined by attendee votes, recognized the company’s two-day “Rum From the Islas” showcase, which combined premium rum tastings, signature cocktails, interactive activities and Filipino hospitality.
For Tanduay, the recognition offers a measure of how experiential marketing can help differentiate local spirits in a competitive premium category. Rather than relying solely on product sampling, the company built its booth around activities designed to encourage visitors to engage with its portfolio.
“We’re grateful for this award, especially knowing that our guests supported and voted for what we brought to the event,” said Luis Lico, a Tanduay management specialist.
The booth featured a cocktail bar, tasting station, claw machine and customized merchandise activities. According to Lico, demand surpassed expectations: cocktails sold out on both days, while all spirits allocated for neat tasting were consumed before the event ended.
Tanduay Double Rum emerged as the most popular product during the showcase. The event also gave visitors an opportunity to explore the company’s international portfolio alongside established domestic offerings, including Tanduay 5 Years.
While the sales response points to immediate consumer interest, the longer-term test will be whether event-driven engagement translates into sustained demand and stronger brand recognition beyond the tasting floor.
The award forms part of Tanduay’s broader effort to promote Filipino rum craftsmanship and build connections with consumers at home and abroad. Since launching its international expansion in 2013, the company has established distribution in nearly 30 overseas markets, including the United States, United Kingdom, Japan, Australia and Singapore.
Lico said the recognition reinforces Tanduay’s commitment to innovation and deeper consumer engagement as it continues to develop its premium offerings.
For the company, Whisky Live Manila provided both a platform to showcase its products and an opportunity to gauge consumer response in a setting where discovery and direct experience shape purchasing interest.
