Tanduay Marks Major Growth in China, Boosts Int'l Sales by 60.54 Percent

Even as a new player in the Asian rum category, Philippine rum brand Tanduay is gaining recognition in the Asia-Pacific market.

The brand achieved a growth rate of 59.24 percent in 2023 compared to 2022, says Marc Ngo, Tanduay's International Business Development Manager and Senior Brand Manager. Its international sales also rose by 60.54 percent last year compared to the previous year.

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Ngo says one of their focuses has been penetrating the bars around the country and "elevating the cocktail experience of the Chinese market." 

According to Joseph Zhang, Marketing Manager for HengTe Selection Trading, Co., Ltd., Tanduay’s distribution partner in China, the rum category, along with tequila, is experiencing growth in the Chinese market because of the Gen Z market which has a penchant for mixing imported spirits like rum in cocktails. Tanduay White Rum and Boracay Coconut Rum are the most popular among the brand’s products right now, says Zhang. 

So far, educating consumers about Tanduay—its history, sugarcane varieties, craftsmanship, and unique taste—through digital media has significantly benefited the brand.

Tanduay achieved significant strides in mainland China in 2023, with its products making their way to shelves in cities like Beijing, Shanghai, Tianjin, Guangzhou, and Zhengzhou. While the initial volume was modest, these placements mark a promising start for the brand.

To boost the brand’s presence, Tanduay participated in the 109th Food and Drinks Fair in Shenzhen and hosted several tasting events. Its products were also made available on online platforms like JD.com and Taobao to increase accessibility to consumers. Zhang says their target this year is to achieve a 50% sales increase. 

This year marks Tanduay's 170th anniversary, and the brand is continuing to expand its international business. Tanduay is now available in China, the U.S., Singapore, Qatar, United Arab Emirates, France, Germany, Belgium, the Netherlands, Luxembourg, the United Kingdom, Austria, Poland, Georgia, Armenia, the Czech Republic, Costa Rica, Canada, New Zealand, Ukraine, and Taiwan.