Tanduay Distillers Inc., producer of the Philippines’ most popular rum, reported that it has broken into the German market with the signing a partnership agreement with Kreyenhop & Kluge, a leading distributor of international products in Germany.
In a statement, Tanduay President and COO Lucio Tan III said that Tanduay has been looking forward to expand to Germany, which is known to be one of the top beer producers and consumers in the world.
“We are excited to be a part of the German market and bring our Philippine-made products there, particularly our Asian Rum Gold and Silver. They are two of our best rums and have won in international wines and spirits competitions,” Tan said.
Tanduay’s rums will complete Kreyenhop & Kluge’s portfolio, said Daniel Gärtner, Category Manager, Beverages, Kreyenhop & Kluge GmbH & Co. KG.
“Next to our strong and high quality beverage brands like Singha beer, Choya, Kweichow Moutai or our range of Japanese whiskeys and gins, Tanduay will complete our portfolio, as a super premium rum was still missing,” he said.
Aged for seven years in bourbon barrels, Tanduay Asian Rum Gold is made from heritage sugarcane from the islands of the Philippine’s sugar region.
Tanduay Asian Rum Gold is the recipient of awards from the International Review of Spirits, San Francisco World Spirits Competition, the Monde Selection, and the Madrid International Rum Conference, among others.
Meanwhile, Tanduay Asian Rum Silver is aged for five years in bourbon barrels and is also made from quality heritage sugarcane.
IT has received several awards, including those from International Taste and Quality Institute, San Diego Spirits Festival International Spirits Competition, and the USA Spirits Ratings competition, to mention a few.
Gärtner shared that Kreyenhop & Kluge is “very proud to distribute Tanduay in Germany.” “As the world’s number one selling rum, we see high potential to establish Tanduay in Germany. Kreyenhop & Kluge is always looking for authentic and big Asian brands to bring to Germany,” he said.
Tanduay Executive Vice President and head of the company’s international expansion Kyle Tan said Tanduay is also proud to be part of the Kreyenhop & Kluge portfolio.
“Tanduay has been in the rum business for more than 100 years and continues to be one of the world’s leading rum brands because of the hard work that we put in -- from choosing quality ingredients to superior distilling and aging processes, from marketing to research and innovation. There’s always a sense of pride when bring all these to other countries,” he said.
For four consecutive years, Tanduay was also recognized as the World’s Number 1 Rum in terms of sales by Drinks International Magazine.
In 2017, Tanduay embarked on an aggressive expansion plan and its products are now being sold in several countries. In Europe, apart from Germany, Tanduay rums are also available in Belgium, the Netherlands, and Luxembourg.