Tanduay went beyond presenting an eye-catching booth by staging a full-sensory experience at the recent WOFEX Drinks+Bakes 2026 at the World Trade Center in Pasay City. Anchored on its new campaign, “Rum from the Islas,” the brand transformed its booth to reflect both its heritage and premium direction.
“We wanted to convey a Philippine homecoming where we’ve distilled the warmth of our people and the richness of our soil into a space where every guest can experience the World’s Number 1 Rum in its natural element,” said Rianna Juarez, Tanduay Export Business Development Unit Head.
The immersive setup invited guests to experience Tanduay in an environment that celebrated Filipino creativity and craftsmanship, and this concept was warmly received by visitors and industry players alike, earning Tanduay the WOFEX 2026 Best Booth award. This is the second time this year that Tanduay took home a best booth award as it also won the title at the Manila Gin Festival 2026.
Showcasing Tanduay’s Extensive Spirits Portfolio
Tanduay’s booth highlighted its portfolio that include export, premium, and high-end rums that include its award-winning Tanduay Asian Rum Gold, Tanduay Asian Rum Silver, Especia Spiced Rum, and Tanduay Double Rum. It also puts spotlight on the new Tanduay Reserve Rum 10 Years and Tanduay Reserve Rum Overproof.
The booth also introduced Torres Light 1L, a newly launched product imported from Spain. Visitors who enjoyed a complimentary tasting of the Spanish brandy gave a positive feedback on the latest addition to the Tanduay family.
For those who wanted to bring a taste of Tanduay home, the brand offered event-exclusive 15+1 and 10+1 case deals. Institutional boxes like the Embassy Whisky + 1 rocks glass, Tanduay Select + 1 rocks glass, Ginto Barrel-Aged Gin + 2 shot glasses, Tanduay Flavored Mixes w/ a highball glass were also made available at the Tanduay booth. Those who spent a minimum of PhP500 earned the chance to play a claw machine game to win Tanduay merchandise.
Celebrating the Present and Future of Philippine Bartending
Tanduay also brought in guest bartenders Jesus Pardillo, Amor De Guzman, and Al Basilides to craft signature cocktails inspired by traditional Filipino flavors and cuisine, highlighting how Tanduay rums can elevate modern mixology while staying rooted in its local identity.
The brand also showed its support for the country’s future mixologists by sponsoring the Ultimate Coffee Challenge and the National Bartending Competition at the three-day event.
The grand prize winners of the competitions received an overnight stay for two at the Century Park Hotel; a Tanduay Cobonpue Box that includes Tanduay Asian Rum Gold, Tanduay Asian Rum Silver, a glass, and two pourers in a special packaging designed by Kenneth Cobonpue; and Tanduay gift packs. Tanduay also handed out discount coupons on Tanduay’s e-commerce platform, shots.ph, along with Tanduay gift packs as consolation prizes.
Raising the Bar in Premium Rum Craftsmanship
Juarez said that Tanduay’s participation at WOFEX Drinks+Bakes 2026 aligns with Tanduay’s goal of shifting from a mass-market volume leader to a premium spirits contender.
“WOFEX provides the specific high-traffic, B2B environment needed to pivot Tanduay’s brand image in the eyes of hospitality decision-makers. We not only expanded our connections during the event, but also showcased the versatility of Tanduay rums, offering drinkers a premium drinking experience,” she pointed out.