Tanduay enters Austrian market

Tanduay, a brand of rum produced by Lucio Tan’s LT Group Inc., has partnered with Weisshaus, a leading distributor of international spirits, to bring the local brand to Austria.

Andreas Osler, Weisshaus managing director, said the company sees Tanduay’s “enormous potential” in the Austrian market. Tanduay is the first Asian rum brand to enter the European nation.

“In our experience, rum connoisseurs in Austria generally like to experiment and are constantly on the lookout for new rums. Asian rums, in particular, are currently very popular, as they are also seen as an expression of the Asian way of life and nightlife, which is very trendy in this country.”

Rum is the second most popular among spirits in Austria and is consumed more frequently than whisky.

“Rum is enjoyed both at home and in bars and restaurants,” Osler said.

Tanduay President and COO Lucio Tan III said the brand’s foray into more European countries is a new chapter in its 168-year-old history.

“It is a great time for Tanduay as we bring our Philippine-made rums to more countries that have a rich spirits culture. With Weisshaus as our partner, we believe that we will reach more customers in Austria,” Tan said.

Osler said Tanduay Double Rum, one of the brand’s most-awarded products, had impressed their team the most as they were surprised that no sugar was added during its production. “It can become a serious competitor for leading rum brands in the premium rum segment in Austria. We see great potential in this rum to position it as a pure sipping rum,” he said.

The Tanduay Asian Rum Gold, Tanduay Asian Rum Silver and Especia Spiced Rum, meanwhile, are for mixing with cocktails.

“They have what it takes to capture significant market shares from leading rum brands,” Osler said.

He said Weishauss will bring Tanduay to trade fairs where they could give samples or hold tasting events and master classes.

“Among other things, we plan to offer Tanduay tasting samples in our shop. Due to the excellent quality of Tanduay rums, we assume that the initial spark for Tanduay’s success will have been given after this introductory phase.”

With its entry into Austria, Tanduay is bringing its products to more European countries. In the past two years, it has already entered the markets of Germany, Belgium, the Netherlands, Luxembourg and the United Kingdom.

Tanduay is also available in 11 American states and the territory of Guam, the United Arab Emirates, China, Singapore and Hong Kong.

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