Tanduay eyes more markets abroad
Tanduay Distillers Inc. is in active talks to expand its footprint in more international markets, particularly in Europe. The Philippine liquor brand is accelerating its long-term push to build a stronger global presence.
“Our key targets are still expanding in Europe,” Roy Kristoffer Sumang, Tanduay international business development manager, said in an interview. “Whether it’s a country like Slovenia, Slovakia and Hungary—those are our targets.”
Sumang said the spirits arm of tycoon Lucio Tan’s group already has a presence in Western Europe. It is now working to penetrate Central and Eastern Europe, citing Ukraine as a surprising growth market despite the ongoing war with Russia.
“Even though they’re in distress right now because of what’s happening, the economy itself, in terms of consumption, is still good,” Sumang said.
Return to Australia
Sumang said Tanduay’s international business posted around 15 to 20 percent increase year-on-year, underscoring growing momentum from overseas markets.
In 2025 alone, the company entered at least three new export markets, including Denmark, Japan and India.
The liquor maker is also eyeing a return to Australia and expansion into New Zealand, after distribution issues disrupted its earlier presence in the former.
“We used to export to Australia, but there were some hurdles with regard to distribution because our distributor closed down,” Sumang said. “We’re still looking for the right partner in terms of distribution.”
Despite the growth, international sales currently contribute less than one percent of Tanduay’s total volume. This reflects what Sumang described as a “low base” compared with its dominant domestic business. It sells around 23 million cases annually in the Philippines.
“Less than one percent—but that’s actually a good thing,” he said. “Year-on-year, it continues to increase.”
However, exports play a strategic role due to higher-margin products sold overseas.
“Our high-end stock-keeping units, in terms of profit margin, perform better internationally,” Sumang said. “Even if the volumes are smaller, they present an opportunity to generate higher profit margins.”
Tanduay is targeting 100,000 export cases annually as an initial milestone, roughly half of which have already been achieved. This, while positioning the brand for long-term recognition abroad.
