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MANILA, Philippines – Lucio Tan-led LT Group Inc. is about to start selling “Tanduay Rhum” products in the United States.
In a disclosure sent to the Philippine Stock Exchange (PSE) on Thursday, June 20, LT Group’s liquor unit Tanduay Distillers Inc. said it will introduce the brand to the US market anytime during the summer months of June, July and August.
“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 and CEO Lucio K. Tan Jr. said.
Tanduay Distillers will initially offer two products in the US — Silver Tanduay and Gold Tanduay.
It tapped 3 firms to manage its distribution network there.
Brand Action Team, a marketing consulting company, will spearhead the launch of the liquor brand, while Beacon Beverage Imports will be the main distributor and will manage key accounts.
MHW Ltd. will handle all regulatory measures including transportation and logistics.
“With more than 160 years of heritage pleasing rum lovers around the world, Tanduay is ready to hit the US market. This is a brand that US consumers are going to love, and we’re thrilled to bring this award-winning rum to America,” Brand Action Team managing partner Steve Raye said.
Tanduay is the second biggest-selling rum in the world next to South American brand Bacardi, said the company. – Rappler.com
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