Tanduay enters Danish market through Bastard Spirits deal

Tanduay Distillers Inc., the liquor company of the Lucio Tan Group, is expanding its European footprint with a distribution deal in Denmark.

In a statement on Thursday, Tanduay said it forged a deal with Bastard Spirits, a boutique distributor known for expertise in navigating the regulated Nordic alcohol market.

The liquor company said the partnership with Bastard Spirits “marks another step in Tanduay’s international push, as the brand continues to position itself strongly in regions where consumers are increasingly open to exploring new rum experiences.”

“We are a premium-focused distributor,” said Bastard Spirits international sales manager Jesper Kjaer. “We curate a portfolio of high-quality spirits and partner with select premium brands to ensure focus and exclusivity. At the same time, we offer flexible distribution solutions from long-term brand partnerships to bulk and stock-clearance programs. This adaptability is what makes us an ideal partner for brands entering the Nordic market.”

Tanduay said the partnership forms part of its strategic push into Europe’s discerning spirits markets.

“Denmark is an exciting market marked by curiosity and openness to new flavors,” said Roy Kristoffer Sumang, international business development manager of Tanduay Brands International. — Ted Cordero/BM, GMA Integrated News