Lucio Tan-led Tanduay is expanding its European footprint after sealing a distribution partnership with Danish boutique distributor Bastard Spirits.

The partnership, the rum brand’s entry into Denmark’s regulated spirits market, gives Tanduay access to Bastard Spirits’ network of specialty wine shops, online retailers, and on-trade channels.

“We are a premium-focused distributor,” Bastard Spirits International Sales Manager Jesper Kjaer said Thursday. 

“We curate a portfolio of high-quality spirits and partner with select premium brands to ensure focus and exclusivity. At the same time, we offer flexible distribution solutions from long-term brand partnerships to bulk and stock-clearance programs. This adaptability is what makes us an ideal partner for brands entering the Nordic market.”

Rum is gaining popularity in Denmark as younger consumers and women show growing interest, drawn to its sweeter, more approachable profile compared with whisky. 

According to Bastard Spirits, Tanduay stands out in the market with a strong portfolio, competitive pricing, and solid support, offering products that are not currently available in Denmark. 

The 10-Year-Old Rum is expected to appeal to mainstream consumers, while the Overproof variant will attract more experienced rum drinkers.

Founded in 2021, Bastard Spirits distributes to specialty shops such as Vild med Vin, Private Selection, and Rombo, as well as online retailers including Ginbutikken and Vault of Spirits.