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Philippine rum producer Tanduay has secured distribution in Belgium, the Netherlands and Luxembourg, marking its European debut.
Unbiased distributor Alcobrands will lead Tanduay’s rollout throughout Benelux
Tanduay is the world’s biggest-selling rum and one of many top-selling spirits in the world, led by its robust efficiency in its dwelling nation of the Philippines.
In line with The Spirits Enterprise‘ 2021 Brand Champions report, it was the one million-case rum model to register double-digit growth last year, with gross sales climbing 16.6% to 23.9 million circumstances.
Now the producer has expanded into Europe, concentrating on Benelux by means of a take care of unbiased distributor Alcobrands.
Lucio Tan III, president and CEO of Tanduay, stated: “Our worldwide partnerships have been essential to our success lately. By means of our partnership with Alcobrands, we look ahead to additional increasing our model in Europe.”
The distributor plans to guide its premium rum vary with Tanduay Asian Rum Gold, aged in ex-Bourbon barrels for seven years. In the meantime, Tanduay’s Double Rum, a mix of 16-year-old and five-year-old distillates aged collectively for an additional two years in ex-Bourbon barrels, will headline its super-premium providing.
In line with Nicolas Steelant, model supervisor at Alcobrands, Benelux is a beautiful marketplace for Tanduay because of the area’s thirst for rum cocktails.
“The rum class remains to be rising in Benelux, particularly the darkish variants, that are on the rise,” Steelant defined.
“Gross sales have been primarily pushed by cocktails such because the Darkish ‘n Stormy, well-liked among the many younger generations. Tanduay rum’s high-quality and premium packaging may even be engaging for patrons in Benelux.”
Tanduay is now out there in Antwerp, Brussels, Ghent, Liège, Rotterdam, Amsterdam, Utrecht and The Hague.