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Tanduay named ‘Brand of the Year’

Continues three-year winning streak as national tier winner


In an age when consumers’ changing tastes and preferences for spirits drive the continuous demand for new products, a legend still stands strong. At the World Branding Awards held Oct. 11 at the Kensington Palace in London, Tanduay Distillers brought home another win for three consecutive years as “Brand of the Year” for the Alcoholic Beverage – Spirits category.

Three other winners were declared in the same category—Japan’s Suntory (whisky), Russia’s Belenkaya (vodka), and South Africa’s Amarula (cream liqueur).


There were 245 winners from over 3,000 entries around the world.

Other winners from the Philippines were Ayala Land, Jollibee, and Condura, for the national tier.

For the higher-level regional and global tiers, the celebrated liquor label shared center stage with internationally-renowned names such as Apple, BMW, Louis Vuitton, Starbucks, and Shangri-La.

Tanduay is the first brand in the country to have garnered the accolade for three straight years, adding to its hundreds of other international quality awards.

The World Branding Awards recognizes some of the world’s most prominent brands for their truly exceptional work and achievements. It is conducted by the World Branding Forum, a global non-profit organization based in London, which aims to advance branding industry standards for the good of the consumer and worldwide trade.

The event started in 2014 and is now being held annually. The award is comprised of global, regional, and national tiers, and judged by way of three streams—brand valuation, consumer market research, and public online voting.

“This [award] is proof that we’re global We share the award with patrons, who have been drinking Tanduay and have been enjoying our product for the longest time,” said Gerardo Tan Tee, Chief Operating Officer of Absolut Distillers, Inc. (ADI), a subsidiary that sells ethyl alcohol to its parent firm, Tanduay.

“We started actually by just doing what we do best . . . to maintain the high quality of our products. That is our mission and vision of how the company is going to be—innovation, evolution,” he said.

With Dr. Lucio Tan’s takeover in the late ‘80s, the distillery underwent a modernization process that continues to evolve with the latest technological innovations. But even with state-of-the-art equipment and fully automated production, one thing is certain—the tradition that made Tanduay what it is today is deemed sacred, and so is kept alive. The rum is still aged in carefully selected oak barrels. Great care is taken to ensure that the rum’s distinctive character—a full-bodied flavor and smoky-sweet aroma with a smooth finish—is consistent with each bottle.

Beyond production, however, what sets Tanduay apart is its exemplary green practices. “Every drop… is manufactured with green intention,” said Tee of the company’s commitment to sustainable operations, protecting the environment and its communities.

ADI, the only multi-awarded local distillery for its green initiatives, contains their alcohol production wastes and sends it to a nearby facility where it is converted into renewable energy.

The distillery makes use of methane and carbon dioxide recovery systems that turn the harmful gases into biogas fuel instead of releasing them into the atmosphere.

Wastewater is also treated and utilized as liquid fertilizer for crops like sugarcane and tobacco.
Tanduay Rum is produced by Tanduay Distillers, Inc., the oldest among the subsidiaries under the wings of the Lucio Tan Group.

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