Tanduay Distillers’ Rum Poised For U.S. Market
26 Jun 2013 --- Tanduay Distillers, Inc., the leading maker of rum in the Philippines, has set its sights on the U.S. market.
Amongst the premier brands in the hard liquor category, Tanduay is second only to Bacardi in global sales volume. Assisting the company's entry into the untapped market are Brand Action Team, Beacon Beverage Imports and MHW, Ltd.
“As we began to lay the groundwork for making Tanduay a global brand, it was clear that the United States was an important, yet untapped market,” said Lucio K. Tan, Jr, president of Tanduay Distillers, Inc, which was established in 1854. “Brand Action Team, Beacon, and MHW bring to the project track records in successfully launching new spirit brands, and possess strong category experience that will help us quickly establish a U.S presence.”
The Silver TANDUAY and Gold TANDUAY offerings will be available in select markets. These products have received “Best Buy” ratings from BTI (Beverage Tasting Institute of Chicago) and scores of 93 from Tasting Panel Magazine in 2012.
“Tanduay is a true Asian jewel,” said Steve Raye, managing partner at Brand Action Team. “With more than 160 years of heritage pleasing rum lovers around the world, Tanduay is ready to hit the U.S. market. This is a brand that U.S. consumers are going to love, and we’re thrilled to bring this award winning rum to America.”
Brand Action Team is a marketing consulting company specialising in helping spirit, wine and beer brands enter and grow in the U.S. market. In addition to managing the entire launch and brand strategy, their direct responsibilities for Tanduay include advertising, public and trade relations, and social media marketing.
