A leading name in the rum market, Tanduay stepped into a whisky-dominated space by participating in the recent Whisky Live Manila. A premiere tasting event, it allows guests to try over 183 types of whisky, single malts, scotch, bourbons, and blends from all over the world.
During the two-day event held at Shangri-La The Fort, the 170-year-old brand showcased its finest rums, highlighting their unique flavors, craftsmanship, and versatility, with the aim of creating brand awareness and education and introducing them as sophisticated alternatives for whisky connoisseurs.
“Rum is a close relative of whisky as rum brands like Tanduay have been using whisky barrels for their aging process. For the event, we showcased Tanduay’s Signature Collection and other unique rums that we rarely showcase in the Philippines. They are all award-winning spirits, receiving honors from various competitions around the world. Our premium rums are at par with any sipping spirit,” said Tanduay International Business Development Manager Roy Kristoffer Sumang.
Among the rums that Tanduay showcased at Whisky Live Manila were the Tanduay Asian Rum Silver, Tanduay Asian Rum Gold, Especia Spiced Rum, Tanduay Double Rum, Tanduay Reserve Rum 10 Years, and the limited-edition Tanduay Heritage Rum.
Tanduay showed the attendees its capability and versatility in crafting premium rums that can be enjoyed by sophisticated drinkers regardless of their age.
“We wanted to elevate the consumer’s perception about the brand. When we talk about Tanduay in the Philippine context, we associate it with value, bang for your buck, and a good drinking experience. By participating in this event, we wanted to broaden Filipinos’ appreciation for the brand, that Tanduay is also about ‘premiumness’, quality, innovation and an overall unique drinking experience,” Sumang said.
At the event, Tanduay gave the attendees the chance to try their signature cocktails made by two of the country’s top mixologists, Dondz Bolante of Salaryman and RJ Ramirez of ReCraft Bar who created Tanduay’s Signature Cocktails. Bolante made Cured Old Fashioned and The Golden Kernel, and Ramirez made Chip & Sip and Espresso Escape.
“We encouraged people to be more exploratory when it comes to drinking. We wanted die-hard whisky drinkers to see rum as a close alternative to their favorite whisky drinks,” Sumang said.
Guests who enjoyed Tanduay’s cocktails were also treated to special photo souvenirs that were used as garnish for their drinks. Tanduay also set up a mini golf course that gave participants the chance to win Tanduay-branded merchandise such as a limited-edition LAMY ball pen, Bicycle playing cards, and a copper mug.
“We are going to use the insights we learned in this event in innovating our products and tapping into the right target market for our premium rums,” Sumang said.