MANILA, Philippines - Tanduay Rum products will be introduced to the US market this summer.
In a statement, Tanduay Distillers Inc. said it has tapped Brand Action Team, Beacon Beverage Imports and MHW Ltd. to drive the introduction of its rum product to the US market.
"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.
Tanduay Asian Rum will introduce Silver Tanduay and Gold Tanduay in the US. The launch of these rums is scheduled this summer in select markets.
"Tanduay is a true Asian jewel. With more than 160 years of heritage pleasing rum lovers around the world, Tanduay is ready to hit the market. This is a brand that US consumers are going to love," said Brand Action managing partner Steve Raye.
Brand Action is a marketing consulting company specializing in helping spirit brands enter and grow in the US market.
Beacon Beverage will focus on distribution and key account management for Tanduay, while MHW 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.
Established in the Philippines in 1854, Tanduay Rum is second only to Bacardi in worldwide sales volume.