Bacardi is king no more.
Tanduay, the popular rum brand in the Philippines was named the best-selling rum in the world, defeating long time time favorite Bacardi and other international brands.
Tanduay took an aggressive marketing campaign which included partnership with National Basketball Association team Golden State Warriors.
The new rank is determined by industry expert Drinks International.
“We have a great product to offer the world and the world finally recognized it,” said Lucio Tan, Jr., president and CEO of Tanduay Distillers Inc.
Tanduay was followed in rank by Bacardi and McDowell’s No. 1 Celebration.
This triumph by Tanduay did not come without challenges, these included the rising competition and excise taxes implementation in 2013 according to to chief financial officer Nestor Mendones.
“We were able to attain this number one position despite the very difficult operating environment that the liquor industry encountered since 2013, when the govt decided to increase excise taxes by more than 100 percent,” Mendones added.