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Manila Bulletin devider Business devider The Stock Market devider Lucio Tan's Tanduay targets Mexico, Europe in ambitious growth plan

Lucio Tan's Tanduay targets Mexico, Europe in ambitious growth plan

Published Nov 13, 2024 12:44 am

Tanduay Distillers Inc., a 170-year-old liquor firm controlled by tycoon Lucio Tan, continues to ramp up its global presence in Latin America and Europe as demand for its products grows.

The firm’s products are currently marketed in 23 countries outside the Philippines, concentrated in North and South America, Europe and the United Kingdom, and the Asia Pacific.

“Our international business is growing exponentially, given the continuous market expansion and growth strategies we are employing in our existing markets,” said Tanduay International Business Development Manager Roy Kristoffer Sumang.

He added, “We want to ensure Tanduay is recognized not only by Filipinos abroad but also by the locals in each country we expand to.”

One of the brand’s plans is to establish small warehouses in strategic locations in different regions to further expand its reach.

Sumang shared that their Czech Republic market used to purchase Tanduay stock from their Amsterdam warehouse. This year, they began ordering directly from the Philippines.

At the start of the year, Tanduay entered the South Korean market and will hold a formal launch in December.

This year also saw the brand increase its outlets in Peru, where it started shipping products last year. Sumang said they are looking to increase their presence in Latin America, particularly in Mexico.

“Our expansion in Europe is also in full swing. We are looking to launch our premium products in France, Italy, Spain, Denmark, and the Nordic states,” he shared.

Tanduay products are currently available in Armenia, Australia, Austria, Belgium, Canada, Costa Rica, the Czech Republic, Georgia, Germany, Hungary, Luxembourg, Malta, New Zealand, the People's Republic of China, Peru, Poland, Singapore, South Korea, Taiwan, the Netherlands, the United Arab Emirates, the United States, and the United Kingdom.

“The road to making Tanduay a household brand in other countries is still far ahead, but we are happily and steadily ensuring we are laying a good foundation with every step we take,” Sumang said.

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