Tanduay made a bold statement at the Manila Gin Festival in Bonifacio Global City (BGC) this year by introducing its premium rum products to a gin-centric crowd. With an eye on highlighting the versatility and heritage of rum, the iconic Filipino brand demonstrated that rum holds its own in the mixology world, offering complexity and innovation equal to that of gin.
“The Manila Gin Festival gave us the perfect platform to connect with our target market and engage with consumers who appreciate quality spirits,” said Madel Pamfilo, Tanduay Special Projects Officer.
The event proved especially valuable for Tanduay, drawing an international audience. This allowed the brand to introduce its premium rum products to visitors who could return home with a newfound appreciation for Filipino rum.
“While most attendees were expecting familiar, imported gin-based brands, we saw this as an opportunity to introduce them to our premium rum offerings. With our strategically designed booth, expert bartenders, and engaging activities, we successfully showcased how Tanduay rum can be a stellar choice,” Pamfilo explained.
Signature Cocktails that Left a Mark
Tanduay’s guest bartenders, RJ Ramirez and Dondz Bolante, made a lasting impression with their signature cocktails, each highlighting the unique qualities of Tanduay’s premium rums.
Ramirez created Filipino-inspired cocktails like the tinola cocktail, made with Tanduay Asian Rum Silver, calamansi juice, pepper and lemongrass syrup, ginger beer, and fish sauce. He also introduced the Samalamig, a refreshing mix of Especia Spiced Rum, banana liqueur, pandan syrup, and soda water.
Bolante’s cocktails were all about celebrating the flavors of summer. His yuzu high combined Tanduay Asian Rum Gold, Tanduay Asian Rum Silver, yuzu puree, soda water, and lemon, while the lemongrass mule featured a unique mix of Tanduay Asian Rum Silver, Especia Spiced Rum, lemon juice, lemongrass syrup, cherry blossom syrup, and Strong Zero.
“The bold, savory twist on the tinola cocktail by RJ and the refreshing yuzu high by Dondz were crowd favorites,” Pamfilo shared. “We kept the atmosphere fun and welcoming with giveaways, freebies, and even popcorn, while our tropical-themed booth added to the premium feel.”
The response from festival-goers was overwhelmingly positive, with many attendees surprised by the refined flavors of Tanduay’s premium rums and how seamlessly they blended into various cocktail creations.
Spotting the Trends
A key trend at the festival was the growing demand for artisanal, premium cocktails. Attendees weren’t just looking for aesthetically pleasing drinks; they sought out unique, high-quality flavor experiences that could elevate their cocktail game.
This trend aligns perfectly with Tanduay’s mission to offer more than just a drink—but an exciting, memorable cocktail experience.
“We’re excited to keep collaborating with guest bartenders to create signature cocktails that highlight Tanduay’s versatility and innovative approach to mixology,” Pamfilo said.
The festival’s success reinforced Tanduay’s reputation as a forward-thinking brand in the cocktail world.
“The enthusiastic response from festival-goers confirmed our belief that rum deserves its place alongside premium spirits. We’re thrilled to continue elevating rum’s presence in cocktail culture,” Pamfilo added.
Looking Forward: Tanduay at WOFEX
Looking ahead, Tanduay, with its 171-year legacy, is eager to continue its journey of innovation in the spirits world. The brand plans to showcase its premium offerings and push the boundaries of rum in mixology through upcoming events, including the World Food Expo (WOFEX).
Tanduay will participate in the country’s largest trade show for food and beverages, set to take place from March 27-29, 2025, at the World Trade Center Manila.
To stay updated on Tanduay’s latest products and events, be sure to follow its official social media channels.
