Tanduay rum to debut in Denmark
Tanduay Distillers Inc., the spirits arm of tycoon Lucio Tan, seeks to further cement its presence in the European market after clinching a new distribution partnership in Denmark, hoping to tap into the growing premium rum segment.
The company sealed the deal with Bastard Spirits, a boutique distributor launched in 2021 that rose to popularity for its premium-focused portfolio and deep expertise in navigating the regulated Nordic alcohol market.
Bastard Spirits’ distribution network covers physical wine and specialty shops, such as Vild med Vin, Private Selection and Rombo, as well as leading online retailers, including Ginbutikken and Vault of Spirits.
Its market segments range from fixed portfolio offerings to bulk sales and the premium gift market.
“Denmark is an exciting market marked by curiosity and openness to new flavors,” says Roy Kristoffer Sumang, international business development manager of Tanduay Brands International Inc.
“We see strong potential for Tanduay to thrive, especially with Bastard Spirits’ premium-focused distribution network and deep understanding of Nordic consumer preferences,” he says.
To unlock and make its brand felt in Denmark, both parties intend to participate in many fairs and tastings, according to Jesper Kjaer, international sales manager of Bastard Spirits.
“Younger consumers are becoming more open to rum, and we’re seeing increased interest from women as well,” Kjaer says.
“Rum is seen as more approachable than whisky. Many start with sweeter profiles, and that helps expand the overall category,” he says.
In the first three quarters, the liquor maker saw a sharp increase in earnings at P2.4 billion, 59 percent higher than the P1.51 billion in the same period last year. These strong financial results were on the back of higher liquor selling prices, offsetting the dip in sales volume.
