Tanduay Distillers Inc., the liquor business of LT Group Inc., is set to enter the United States market this month, with a plan to introduce its Tanduay Asian Rum products.
The launch of Tanduay Asian Rum in the United States is scheduled to take place this summer in select markets. The astronomical summer in the Northern Hemisphere for this year begins on June 21 and ends on September 21.
To firm up its plans to enter the US market, Tanduay Distillers tapped foreign partners such as Brand Action Team, Beacon Beverage Imports and MHW Ltd.
“As we began to lay the groundwork for making Tanduay a global brand, it was clear that the United States was an important, yet untapped market,” said Lucio Tan Jr., president of Tanduay.
“Brand Action Team, Beacon and MHW bring to the project track records in successfully launching new spirit brands, and possess strong category experience that will help us quickly establish a US presence,” he added.
Tanduay Asia Rum will be introducing Silver Tanduay and Gold Tanduay offerings to the US market, both of which received “Best Buy” ratings from the Beverage Tasting Institute of Chicago, and scores of 93 from Tasting Panel Magazine in 2012.
“Tanduay is a true Asian jewel,” Steve Raye, managing partner of Brand Action Team, said.
“This [Tanduay] is a brand that US consumers are going to love, and we’re thrilled to bring this award winning rum to America,” he added.
Brand Action Team is a marketing consulting company specializing in helping spirit and wine brands enter and grow in the US market. Their direct responsibilities for Tanduay include advertising, public and trade relations, and social media marketing.
The Tanduay US team also includes HCA/Mindbox (Creative), Beacon Beverage Imports and MHW Ltd. of Manhasset, New York. Beacon Beverage will focus on distribution and key account management, while MHW, Ltd will be responsible for the administrative, regulatory compliance, transportation, logistics and other services related to the import and physical distribution of Tanduay in the US.
Established in the Philippines in 1854, Tanduay Rum stands among the world’s most decorated spirits and is second only to Bacardi in worldwide sales volume.