| Photo via Tanduay Rum website
NEW YORK – Tanduay Distillers Inc., a subsidiary of LT Group, a conglomerate owned by Filipino business magnate Lucio Tan, distillers of the world’s largest brand as of 2021, has recently added Georgia as its newest U.S. state that will have its rum brand Tanduay.
Tanduay Distillers, Inc. signed a partnership agreement with Savannah Distributing Co., a locally owned, family-operated premium beverage company serving Georgia beverage retailers since 1938. It is Georgia’s most prominent distributor of American craft and imported beers, from premium liquor brands to world-class wines and Champagnes.
“I foresee lots of growth in Metro Atlanta and the state of Georgia for products out of Asia, especially ones at the quality level of Tanduay Rum,” said Jason Watson, Savannah Distributing Co. Craft Spirits Manager.
Watson added the brand because they foresee growth in the segment, and Tanduay fills a niche in the market and their portfolio, saying, “Tanduay is a great value to sell to their customers.”
“We’ve had a very strong craft sake, shochu, and Japanese whiskey book for years, and Tanduay is a great addition to these items,” Watson said.
According to Watson, the rum market in Georgia, particularly in Metro Atlanta, is steadily growing with no signs of slowing down. He said Tanduay is an excellent brand to include in Savannah’s current Asian Spirits portfolio.
“It took some time, but the last few years we’ve seen growth in the consumer base interested in rum. We even have a tiki festival here now called Inuhele where Tanduay was also present. Atlanta is poised for a boom in tiki and rum culture,” Watson said.
He also noted that the Tanduay rums are tasty, particularly the Tanduay Double Rum. He sees the brand resonating in several kinds of stores and restaurants. “The price points keep the brand versatile, and the quality is unmatched,” said Watson.
Marc Ngo, Tanduay International Brand Development Manager and Senior Brand Manager, said they are thrilled to enter the Georgia market finally.
“We are confident that Savannah Distributing Co. would help us achieve our goal of reaching more customers in the southeastern U.S. state and its surrounding areas,” he said.
With the addition of Georgia, Tanduay is now present in 20 U.S. states. Apart from the U.S., the award-winning rum brand is also available in 16 other countries outside of the Philippines, where all its products are made using quality local sugarcane and a well-guarded blending and aging process.
Tanduay is the first Philippine brand to have a significant sponsorship deal with several National Basketball Association teams and arena. It has partnered with Barclays Center, the Brooklyn Nets, the Golden State Warriors, the Milwaukee Bucks, and the Phoenix Suns.
