Tanduay Signs U.K. Distribution Deal with Emporia Brands

LONDON, April 19, 2022 /PRNewswire/ -- Tanduay products will soon be available in the United Kingdom, after the iconic Filipino rum brand inked a partnership deal with Emporia Brands.

"We are establishing our foothold in Europe, and the U.K. is one of the most exciting markets that Tanduay will be in starting this year. We are fortunate to have found in Emporia Brands a like-minded company to help us in furthering our international business," said Tanduay Executive Vice President Kyle Tan, who heads the company's international expansion.

Emporia Brands is an award-winning premium spirits importer, distributor, and innovator. The family-owned business has won the International Wine and Spirit Competition (IWSC) "Spirits Importer of the Year" three times.

"We're very excited to welcome Tanduay into our portfolio of premium spirits and to share with our customers for the first time the liquids coming from the number one rum producer globally," said Jack Rackham, Managing Director of Emporia Brands.

He noted that there is a clear market trend in "drinking less but better quality spirits" as consumers are becoming more aware and engaged in the origin and production of the brands they choose to drink.

"If you have a well-made spirit with a genuine story, it will always be well received," Rackham said. "To be able to bring a spiced rum to the market using such a high quality base rum expertly married with local spices is very exciting."

Tanduay uses sugarcane sourced from the Philippines' in Bacolod to manufacture its award-winning rums. The brand has its own distilleries, and has been known for its barrel-aging expertise.

"Consumers and trade are searching for brands with provenance, transparency, green credentials and a genuine point of difference, especially in the rum industry, and with Tanduay owning the whole production process from sugar cane estate, to mills, to distillery, to warehouses, to bottling hall, they have these credentials in bucket loads," said Donald McLellan, Sales Director and Business Development Manager of Tanduay in Europe.

Tanduay has created a range of Silver, Gold and Double Rum in bespoke Asian-inspired bottle packaging to celebrate the rich diversity, passion and beauty of its roots.

"With its uniquely Asian look and feel, Tanduay takes the consumer on a ride into the Orient opening a world of spices, richness, and warmth," McLellan said.

Asked about its potential in the U.K. market, Rackham said that Tanduay has house pour opportunities throughout on-trade and becoming a "bartender's brand." It will also help educate and define what Asian rum is for U.K. customers, and introduce innovation in cocktails such as the tropical tiki.

Emporia Brands will make Tanduay available all throughout the U.K., through its online, on-trade, off-trade, and cash and carry channels. It will be initially launched in London, Birmingham, Manchester, and Edinburgh through a key activation event.

Contact:
Donald McLelan
Sales Director and Business Development Manager
Tanduay Europe
+44-7490-499892

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