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Tanduay Distillers taps US marketing consultant, to start rum exports in July


Tanduay Distillers Inc. has marked its foray into the export market after tapping a US marketing consultant company in a bid to export rum to the US market starting July.

In a disclosure, Tanduay Distillers Inc. said it selected Brand Action Team, Beacon Beverage Imports and MHW Ltd. to lead the introduction of Tanduay Asian Rum to the US market this summer.

"As we began to lay the groundwork for making Tanduay a global brand, it was clear that the United States was an important, yet untapped market," Tanduay Distillers president Lucio K. Tan Jr. said in a statement.

"Brand Action Team, Beacon and MHW bring to the project track records in successfully launching spirit brands, and possess strong category experience that will help us quickly establish a US presence," he added.

Rum exports to US will start next month, targeting an initial volume of 5,000 cases, said chief operating officer Wilson T. Young.

"This is our first foray into the export market," he said in a phone interview.

"We believe in the brand and that the world is ready for Tanduay. We chose the US market because it has a growing market for rum."

On Wednesday, LT Group president Michael Tan said that the brand is banking on its authenticity to expand overseas.

"Tanduay rum is known worldwide, and we're the authentic rum while others have flavored rum," he said.

Tanduay Asia Rum will be introducing Silver Tanduay and Gold Tanduay offerings to the US market. both of which received "Best Buy" ratings from Beverage Tasting Institute of Chicago and scores of 93 from Tasting Panel Magazine in 2012.

Brand Action Team is a marketing consulting company specializing in helping spirit, wine and beer brands enter and grow in the US market. It will be managing the entire launch and brand strategy, as well as advertising, public and trade relations, and social media marketing.

Beacon Beverage will focus on distribution and key account management while MHW Ltd. of Manhassey, New York will be responsible for the administrative, regulatory compliance, transportation, logistics and other services related to the import and physical distribution of Tanduay in the US. — BM, GMA News

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