Tanduay Distillers Inc. plans to double its export volume as the Philippine spirits giant shifts focus toward high-margin premium rums and expands its footprint in non-traditional overseas markets.

In an interview, Tanduay International Business Development Manager Roy Kristoffer Sumang said the company is targeting an initial increase in annual international shipments to 100,000 nine-liter cases from the current 50,000 cases.

Sumang said the push follows a year in which the distiller posted international sales growth of 15 percent to 20 percent, supported by its entry into five new markets, including Japan, Denmark, and India.

“We are definitely targeting to add more markets this year since our objective is to really expand Tanduay’s reach or the number of countries we can penetrate,” Sumang said.

While Tanduay remains a dominant force in its home market, selling roughly 23 million cases annually, export sales currently represent less than one percent of total volume.

However, the financial incentive to expand abroad is significant as Sumang noted that the international portfolio consists of higher-end stock-keeping units that command better profit margins than the mass-market products sold domestically.

This strategy mirrors a broader trend in the global spirits industry, where heritage brands from emerging markets seek “premiumization” to capture wealthier consumers in Europe and North America.

While Tanduay initially focused on regions with high concentrations of overseas Filipino workers when it began its export push in 2014, it is now aggressively targeting local populations in foreign jurisdictions.

Sumang explained that relying solely on the Filipino diaspora is a limiting factor for long-term growth, noting that second-generation migrants often lack the same brand affinity as their parents.

To become a true global player, the brand must appeal to international consumers based on the quality and prestige of the liquid itself rather than nostalgia.

Tanduay enters these new territories with a significant collection of industry accolades, which it uses to build credibility against established Caribbean and South American rivals.

The company has secured approximately 400 gold medals for its spirits globally, with its export-specific variants accounting for nearly 50 of those awards.

Sumang said the company remains committed to adding more markets this year to further scale its international reach.