Tanduay Engages Whisky Enthusiasts With Premium Rum Showcase at Industry Event

Tanduay, a well-known brand in the rum industry, entered a market dominated by whiskey by taking part in the recent whiskey Live Manila.Attendees can sample more than 183 varieties of whisky, single malts, scotch, bourbons, and blends from around the globe at this top tasting event.

The 170-year-old brand presented its best rums over the course of the two-day event at Shangri-La The Fort, emphasizing their distinctive flavors, craftsmanship, and adaptability in an effort to raise brand awareness, educate consumers, and position them as elegant substitutes for whisky connoisseurs.

“Rum is a close relative of whisky as rum brands like Tanduay have been using whisky barrels for their aging process. For the event, we showcased Tanduay's Signature Collection and other unique rums that we rarely showcase in the Philippines. They are all award-winning spirits, receiving honors from various competitions around the world. Our premium rums are at par with any sipping spirit. We wanted to elevate the consumer's perception about the brand. When we talk about Tanduay in the Philippine context, we associate it with value, bang for your buck, and a good drinking experience. By participating in this event, we wanted to broaden Filipinos’ appreciation for the brand, that Tanduay is also about ‘premiumness’, quality, innovation and an overall unique drinking experience. We encouraged people to be more exploratory when it comes to drinking. We wanted die-hard whisky drinkers to see rum as a close alternative to their favorite whisky drinks. We are going to use the insights we learned in this event in innovating our products and tapping into the right target market for our premium rums.” ~Roy Kristoffer Sumang, Tanduay International Business Development Manager

Tanduay displayed a variety of rums at Whisky Live Manila, including the limited-edition Tanduay Heritage Rum, Tanduay Asian Rum Silver, Tanduay Asian Rum Gold, Especia Spiced Rum, Tanduay Double Rum, and Tanduay Reserve Rum 10 Years.

Tanduay demonstrated to the guests its skill and adaptability in producing high-end rums that sophisticated consumers of all ages may savor.

Two of the best mixologists in the nation, Dondz Bolante of Salaryman and RJ Ramirez of ReCraft Bar, who developed Tanduay's Signature Cocktails, offered guests the opportunity to sample their creations throughout the event. Ramirez created Chip & Sip and Espresso Escape, while Bolante created The Golden Kernel and Cured Old Fashioned. Visitors who appreciated Tanduay's cocktails were also given unique photo mementos to use as drink garnishes.

Additionally, Tanduay set up a miniature golf course where players could win items bearing the Tanduay logo, like a copper cup, Bicycle playing cards, and a limited-edition LAMY ball pen.