At Whiskey Live Manila 2026, Tanduay wins Best Brand Immersion Experience.
Tanduay earned
the Best Brand Immersion Experience award at the recent Whisky Live Manila
2026, capping a successful two-day showcase of its premium rums through spirit
tastings, signature cocktails, engaging activities, and genuine Filipino
hospitality.
Showcasing
the Best of Tanduay
Tanduay's colorful Rum From the Islas booth included a heat press station where visitors could personalize their pouches, an interactive claw machine, a cocktail bar, and a tidy tasting area. Long lines and consistent crowds are drawn to these attractions, and many visitors come back time and time again to try new drinks and discover Tanduay's diverse offerings.
The Whisky Live Manila event also served
as a venue for Tanduay to acquaint spirits enthusiasts with the distinctive
characteristics and taste profiles of its various rums.
Tanduay
Liquid Development Unit Head Karla
De Roxas and Tanduay Central Laboratory Unit Head
Wendy Fausto led the Brand Talk on the first day of the
event.
Lico shared the response they received for their various activities was overwhelming.
“Our cocktails
sold out on both the first and second days, and we were equally surprised and
proud that all of our neat-tasting spirits were finished before the event
concluded. These results were a very strong indication of our guests’
enthusiasm and willingness to explore what Tanduay Rum has to offer,” he said.
Among its premium rum portfolio,
Tanduay Double Rum was the most popular, with guests showing appreciation for
its distinctive taste. The event also gave Tanduay the opportunity to reconnect
with Filipino consumers familiar with its locally available products like
Tanduay 5 Years, while also introducing them to the brand’s international
portfolio.
Tanduay has been expanding into
international markets since 2013, bringing its Filipino heritage and rum-making
expertise to more people around the world. As of this writing, Tanduay is being
distributed in Australia, Austria, Belgium, Canada, Costa Rica, Czech Republic,
Denmark, Estonia, Germany, Hungary, India, Italy, Japan, Latvia, Lithuania,
Luxembourg, Malta, People’s Republic of China, Peru, Poland, Singapore,
Slovakia, South Korea, Taiwan, Thailand, the Netherlands, United Arab Emirates,
United States, and United Kingdom.
Building
Lasting Relationships With Consumers
“We wanted everyone to feel that attending Whisky Live was worthwhile, and we did our best to provide them with genuine hospitality. For us, it was never about just presenting our products or telling our brand story. It was about listening to our guests, understanding their perspectives, and having meaningful conversations with them,” Lico said.
In winning the Best Brand Immersion Experience award, Tanduay further shows its commitment to creating memorable experiences for its consumers.
“This award is not just a milestone for us but a reminder for us to keep innovating, raising the bar, and showing the world what Tanduay Rum is capable of,” Lico underlined.
About Tanduay
Tanduay is one of the most-awarded rum brands in the Philippines, receiving
various local and international citations. In 2017, it was declared the World’s
No. 1 Rum by Drinks International magazine. Tanduay will hold this title for eight consecutive years.
Tanduay started out as a distillery in Hagonoy, Bulacan, a province in the
island of Luzon known for its heroes and craftsmen. It changed ownership
throughout the decades and has been under the Lucio Tan Group of Companies,
Inc., one of the biggest conglomerates in the Philippines, since 1988.
Even as the years passed, Tanduay has maintained the traditional way of
distilling its rums, a practice that started in its now decommissioned Manila
distillery. It has likewise consistently maintained its product quality,
ensuring that Filipinos and foreigners alike will enjoy the same taste and
aroma of a Tanduay product wherever they are in the world.
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