Tanduay optimistic about entry into competitive Taiwan rum market

Tanduay has a positive outlook about its entry into Taiwan amid stiff competition from other rum brands.

"Based on early reviews, we think that the brand will perform well since the Taiwanese market already has a sophisticated taste and is very accepting of brands that offer them something new and unique," said Marc Ngo, Tanduay International Business Development manager and senior brand manager.

He compared the Taiwanese rum market to that of Singapore where people are willing to spend on quality spirits and cocktails.

In entering Taiwan, Tanduay partnered with the distributor, Mr. Mixer, Ltd., one of the leading spirits and other liquor distributors in the country.

"They believe in the brands and they share our passion for bringing our world-class rums to the Taiwan market," Ngo said.

Mr. Mixer, Ltd recently held a grand launch of Tanduay at Driftwood Bar in Ximending District and invited Taiwan's premier mixologists Mars Chang and the members of "To Infinity and Beyond Team", the 2021 World Class competition Taiwan champions, to showcase their outstanding mixology skills as they infused Tanduay rums into unique signature cocktails.

Seven world-class rums

Tanduay is making its award-winning and best-selling rums available in Taiwan. These include the Tanduay Asian Rum Gold, Tanduay Asian Rum Silver, Tanduay Double Rum, Boracay Rum Coconut, Boracay Rum Cappuccino, Tanduay Dark and Tanduay White.

Ngo said they are currently focused on opening and partnering with on-trade accounts to feature their brands and for consumers to try.

"At the same time, we are having discussions with big chain accounts for them to carry Tanduay rums in their stores. We are also planning to join the Tainan Cocktail Event on 20-21 October to feature our brands more to local consumers," he said.

The brand's international business has been on a steady growth trajectory in recent years. Taiwan is the 19th country where Tanduay rums are being sold.

In Asia, it is already available in China, Singapore, Qatar and the United Arab Emirates. In Europe it is being distributed in France, Germany, Belgium, the Netherlands, Luxembourg, the United Kingdom, Austria, Poland, Georgia, Armenia and the Czech Republic. It is also available in the United States and Canada in Northern America and Costa Rica in Central America.

Apart from its increasing global footprint, Tanduay has received numerous accolades from international competitions, such as the World's Number 1 Rum recognition from Drinks International Magazine for six consecutive years, and Brand of the Year from the World Branding Awards.

Not one to rest on its laurels, Tanduay is eyeing further international expansion in the coming months.