For seven consecutive years, Tanduay has remained the top-selling rum around the world, according to Drink International Magazine’s The Millionaire’s Club.
The Philippine rum brand sold 23.4 million case liters in 2023 to retain its position as the World’s Number 1 Rum for that year. Its nearest competitors were Bacardi (20.6 million) and Captain Morgan (12.1 million). Tanduay also ranked 7th overall among the largest-selling spirits in the world.
“This year, we are proud to share with Bacolod and the Philippines the honor of being declared the best-selling rum globally for the seventh consecutive year, according to Drink International Magazine’s The Millionaire’s Club. In 2023, Tanduay sold an astounding 23.4 million case liters of rum, far outpacing our nearest competitors. We also proudly ranked seventh overall among the largest-selling spirits in the world,” said Lucio Tan III, president, LT Group and Tanduay Distillers, Inc. during a press conference at Century Park Hotel in Pasay City. The event was held in celebration of the 170th Anniversary of Tanduay and the 4th year of the Tanduay Bacolod Rum Festival.
Drinks International collects data from public company reports and also requests data directly from spirits brand owners in coming up with their rankings. It clarified that some of the growth percentages do not correspond to year-on-year volume sales comparative because they calculate growth from the actual volume data supplied.
“Where brands appear equal on volume sales, ranking is determined by the highest decimal point, which is not displayed, and blank spaces indicate that
data was not available or the brand didn’t exist in that year,” the magazine explained.
A promising 2024 for the spirits industry
Olli Dodd, supplement editor of The Millionaires’ Club said that “this year’s economic forecasts paint a sunnier picture than they did 12 months ago and renewed stability can only be positive for business.”
“2023 was a difficult year for the industry but 2024 looks better already,” he said.
“Last year began with historically high levels of inflation across many of the world’s most developed economies. Rising costs and stagnating wages meant that many consumers had less money in their pockets, and globally the spirits industry felt that,” Drinks International noted.
Tanduay continues to grow
Tanduay, meanwhile, continues its growth trajectory as it expands its business to more international markets. In 2023, Tanduay’s international sales recorded a 60.54 percent increase.
“I commend the whole Tanduay team for constantly innovating and being agile to the needs of the market. Meanwhile, a lot of exciting news from our Export Team, including the continuing expansion of our distribution to cover more areas in the US, Europe, Asia, and Latin America,” Tan shared.
As of this writing, it has entered the markets of China, Taiwan, Singapore, Qatar, the United Arab Emirates, Austria, France, Germany, Belgium, the Netherlands, Luxembourg, the United Kingdom, Poland, Georgia, Armenia, the Czech Republic, Ukraine, Canada, Costa Rica, Australia, New Zealand, South Korea, and Peru.
During the same press conference, Tan also honored his grandfather Lucio C. Tan, chairman of the LT Group, for his legacy in rehabilitating Tanduay when they bought the company in the early 1990s.
“Today, I also honor my grandfather, Lucio C. Tan, for believing in the Tanduay brand,” he said, further adding that, “There’s still more work to be done. We will build on these foundations by nurturing and strengthening our synergies within our business units and our external partners…” he said.
