Rum Brand Champion 2021: Tanduay

Tanduay noticed a 16.6% enhance in quantity gross sales

The Covid‐19 disaster created a difficult setting for million‐case‐promoting rum manufacturers final 12 months. Solely a handful of the world’s prime‐promoting labels have been in a position to offset worldwide lockdowns and the financial headwinds that got here with them.

Out of all of the Rum Model Champions, Philippine rum Tanduay was the one million‐case model to report double‐digit progress, securing the highest accolade of Rum Model Champion 2021. Tanduay managed to develop volumes from 20.5 million circumstances in 2019 to 23.9m circumstances in 2020 – a 16.6% enhance.

“Regardless of the non permanent imposition of liquor bans throughout the Philippines throughout some months of 2020, there was nonetheless fairly a rise in our gross sales progress,” says a spokesperson for Tanduay.

“On the distribution facet, the pandemic restrictions affected on‐commerce gross sales greater than the off‐commerce, which is Tanduay’s foremost distribution energy.”

One other key issue within the Rum Model Champion’s success final 12 months was its affordability.

“Tanduay merchandise remained inexpensive to shoppers, particularly within the decrease financial courses that have been affected by the adversarial financial circumstances caused by the pandemic,” the spokesperson says. “On-line promoting has additionally been a giant think about our success in the course of the pandemic. We launched our personal native e‐commerce web site, known as photographs.ph, and we additionally began promoting by means of the nation’s largest on-line promoting platforms – Shopee and Lazada.”

Whereas the Philippines stays Tanduay’s major market, the model has additionally been experiencing “regular progress” in abroad areas since going worldwide in 2017. Out of the three foremost areas within the Philippines, two of them – Visayas and Mindanao – are the model’s “foremost stronghold”.

“Aggressive enlargement” can be entrance and centre of Tanduay’s plans to proceed its success in 2021, not simply within the Philippines however worldwide.

“At the moment, we now have reached the US, UAE, China, Singapore, Belgium, Netherlands and Luxembourg,” the spokesperson says. “We’re slated so as to add extra distribution areas in North America, Latin America and Asia Pacific within the coming months. With our current world enlargement, we hope to succeed in extra shoppers that might patronise the model.”

The second‐greatest‐performing model out of this 12 months’s Rum Model Champions was William Grant & Sons‐owned Sailor Jerry. The model managed to remain regular above the million‐case mark in 2020, reporting a 1.5% enhance in quantity.

Barceló rum was the one different model within the listing to report progress in 2020, with volumes up by 1% in contrast with 2019.

Diageo’s Captain Morgan was flat, with a marginal 0.1% drop in volumes. Bacardí additionally skilled a slight dip in gross sales, with a minor lower of 0.4% from 17.8m circumstances to 17.7m – which was nonetheless comparatively spectacular contemplating the pandemic and the model’s giant quantity base.

Pernod Ricard struggled to maintain Havana Membership buoyant, reporting a ten% drop in volumes from 4.6m to 4.1m.

United Spirits additionally had a tricky time with McDowell’s No.1 Rum, which fell by 24.7%. Radico Khaitan’s Contessa Rum plummeted by 33.3%, leaving it to hover dangerously near the million‐case threshold. Diageo’s Kenya Cane and Campari Group’s Appleton Property (together with J Wray) are additionally now sitting on the cusp.

Rum (figures: million 9l-case gross sales)