Tanduay Leads Rising Popularity of Rum, Wins Brand of the Year Award for 5th Straight Year
For the fifth consecutive year, Tanduay was declared Brand of the Year in the prestigious World Branding Awards organized by the World Branding Forum (WBF), a global non-profit organization dedicated to advancing branding standards for the good of the branding community as well as consumers.
“Rum’s popularity is on the rise, and Tanduay is at the forefront of making it available to a broader segment of the market. It has long been the drink of choice of Filipino men, and in the past years has also attracted different segments of the market. It’s not a niche product anymore as more and more people enjoy it,” said Paul Lim, chief marketing officer, Tanduay Distillers, Inc.
Tanduay is the only brand in the Alcoholic Spirits – Rum Category from the Philippines to receive the national-tier Brand of the Year Award for the fifth straight year. Its win comes in the heels of another recognition for the company—the World’s Number One Rum that was awarded by Drinks International earlier in the year.
Tanduay posted a 3% increase in product sales in 2018 from 2017, making it the world’s best-selling rum for two years running. According to Drinks International, the Filipino brand sold 20.1 million 9-liter cases in 2018.
In the US, its volume grew by 114% year-on-year, from the first half of 2018 versus the first half of 2017. Tanduay’s various products likewise received numerous awards from the Wine & Spirits Wholesalers of America. Tanduay Double Rum, Tanduay White Rum, and Tanduay Dark Rhum were awarded gold medals, while Tanduay Boracay Cappuccino Flavored Rum received silver medals.
Aggressive Marketing Efforts Pay Off
“Our increased presence in the international market was due to our aggressive marketing efforts in the fields of sports and entertainment,” Lim said.
Tanduay is the first Philippine brand to sponsor an NBA team, the Golden State Warriors. It also has naming rights to the Tanduay Club in the Oracle Arena, and Tanduay Rum can be found at retailers in the Golden State Warriors’ blue and gold “Strength in Numbers” collectible boxes in California. It is likewise the official rum of the Barclays Center and the Brooklyn Nets, and has been a Presenting Sponsor of the 40/40 CLUB and an Associate Sponsor of the arena’s Brooklyn Show platform.
In the field of entertainment, Tanduay sponsored the Emmy Awards for two straight years.
This 2019, Tanduay entered into a partnership with Octopus Distribution to bring Tanduay to Singapore.
Brand of the Year Award
Tanduay has joined the ranks of many prestigious companies across the globe to be declared Brand of the Year. Other national-tier winners for this year’s World Branding Awards include Nokia (Finland), Van Cleefs & Arpels (France), Allianz (Germany), Ferrari (Italy), Singapore Airlines (Singapore), and Volvo (Sweden), among others.
“The Awards are an acknowledgement to the tireless effort of the teams that build and maintain their brand presence in an ever-changing market. As consumer votes constitute seventy percent of the final score, winners of the Awards must have strong brand recall among their consumers,” said WBG chairman Richard Rowles.
The 2019 edition of the World Branding Awards was the tenth Ceremony organized by the WBF, held at Kensington Palace, in London – the home of the World Branding Awards. Previous ceremonies were held in London, Vienna, New York, and Paris.
Each brand is named “Brand of the Year” in their respective categories. There are three tiers of awards. Winners are judged through three streams: brand valuation, consumer market research, and public online voting.
The Global Award is presented to truly international brands that have a presence in ten or more countries, on three or more continents. Winners of the Global Award are not eligible for the National Award. The National Award is presented to the very top brands in each participating country at the awards. These are brands that are household names in their home country that have been judged to be truly exceptional. The Regional Award is presented to winners who win in multiple countries in a particular geographic region.
About the World Branding Forum
The World Branding Forum (WBF) is a global, non-profit oraganisation dedicated to advancing branding standards for the good of the branding community as well as consumers. This includes those who work in the branding, design, marketing, advertising, public relations and communications disciplines worldwide. The WBF produces, manages and supports a wide range of programmes covering research, development, education, recognition, networking and outreach. For more information, visit brandingforum.org.
About the World Branding Awards
The World Branding Awards is the premier awards of the World Branding Forum. The Awards recognizes the achievements of some of the best brands in the world. Winners are selected based on brand valuation, market research, and online public voting. For more information, visit awards.brandingforum.org.
