Tanduay Rum coming soon to the USA
Tanduay Distillers Inc. a 160 years of pinoy rum brand spirit has marked its foray into the export market after tapping a US marketing Consultant Company in a bid to export rum to the US market starting July 2013.
In a statement, Tanduay Distillers Inc. said it has tapped Brand Action Team, Beacon Beverage Imports and MHW Ltd. to drive the introduction of its rum product to the US market.
"As we began to lay the groundwork for making Tanduay a global brand, it was clear that the United States was an important, yet untapped market," Tanduay Distillers president Lucio K. Tan, Jr. said in a statement.
Rum exports to US will start next month, targeting an initial volume of 5,000 cases, said chief operating officer Wilson T. Young.
"This is our first foray into the export market," he said in a phone interview.
"We believe in the brand and that the world is ready for Tanduay. We chose the US market because it has a growing market for rum."
On Wednesday, LT Group president Michael Tan said that the brand is banking on its authenticity to expand overseas.
"Tanduay rum is known worldwide, and we're the authentic rum while others have flavored rum," he said.
Tanduay Asian Rum will introduce Silver Tanduay and Gold Tanduay in the US. The launch of these rums is scheduled this summer in select markets.
"Tanduay is a true Asian jewel. With more than 160 years of heritage pleasing rum lovers around the world, Tanduay is ready to hit the market. This is a brand that US consumers are going to love," said Brand Action managing partner Steve Raye.
Brand Action is a marketing consulting company specializing in helping spirit brands enter and grow in the US market.
Beacon Beverage will focus on distribution and key account management while MHW Ltd. of Manhassey, New York will be responsible for the administrative, regulatory compliance, transportation, logistics and other services related to the import and physical distribution of Tanduay in the US.
Established in the Philippines in 1854, with more than 160 years of heritage pleasing rum lovers around the world, Tanduay is ready to hit the US market. This is a brand that US consumers are going to love, and we're thrilled to bring this award-winning rum to America," Brand Action Team managing partner Steve Raye said.
Tanduay is the second biggest-selling rum in the world next to South American brand Bacardi, said the company.
With report from ABS-CBN, GMA News and Rappler.com
Written by Makisig Bayani
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