Tanduay earned the Best Brand Immersion Experience award at the recent Whisky Live Manila 2026, capping a successful two-day showcase of its premium rums through spirit tastings, signature cocktails, engaging activities, and genuine Filipino hospitality.
“Winning this award means a great deal to us, especially knowing that our guests supported and voted for what we brought to the event. We are very grateful that the experience we created resonated with them, from our cocktails, premium spirits, activities, and the overall experience with our Rum From the Islas booth,” said Tanduay Management Specialist Luis Lico.
Showcasing the Best of Tanduay
Tanduay’s vibrant Rum From the Islas booth featured a cocktail bar, a neat tasting section, an interactive claw machine, and a heat press station where guests could customize their pouches. These attractions draw steady crowds and long lines, with many guests returning multiple times to sample different drinks and explore Tanduay’s various offerings.
The Whisky Live Manila event also served as a venue for Tanduay to acquaint spirits enthusiasts with the distinctive characteristics and taste profiles of its various rums.
Tanduay Liquid Development Unit Head Karla De Roxas and Tanduay Central Laboratory Unit Head Wendy Fausto led the Brand Talk on the first day of the event.
Lico shared the response they received for their various activities was overwhelming.
“Our cocktails sold out on both the first and second days, and we were equally surprised and proud that all of our neat-tasting spirits were finished before the event concluded. These results were a very strong indication of our guests’ enthusiasm and willingness to explore what Tanduay Rum has to offer,” he said.
Among its premium rum portfolio, Tanduay Double Rum was the most popular, with guests showing appreciation for its distinctive taste. The event also gave Tanduay the opportunity to reconnect with Filipino consumers familiar with its locally available products like Tanduay 5 Years, while also introducing them to the brand’s international portfolio.
Tanduay has been expanding into international markets since 2013, bringing its Filipino heritage and rum-making expertise to more people around the world. As of this writing, Tanduay is being distributed in Australia, Austria, Belgium, Canada, Costa Rica, Czech Republic, Denmark, Estonia, Germany, Hungary, India, Italy, Japan, Latvia, Lithuania, Luxembourg, Malta, People’s Republic of China, Peru, Poland, Singapore, Slovakia, South Korea, Taiwan, Thailand, the Netherlands, United Arab Emirates, United States, and United Kingdom.
Building Lasting Relationships With Consumers
Tanduay’s participation in Whisky Live Manila 2026 is just one of the many ways the brand connects with spirits enthusiasts.
“We wanted everyone to feel that attending Whisky Live was worthwhile, and we did our best to provide them with genuine hospitality. For us, it was never about just presenting our products or telling our brand story. It was about listening to our guests, understanding their perspectives, and having meaningful conversations with them,” Lico said.
In winning the Best Brand Immersion Experience award, Tanduay further shows its commitment to creating memorable experiences for its consumers.
“This award is not just a milestone for us but a reminder for us to keep innovating, raising the bar, and showing the world what Tanduay Rum is capable of,” Lico underlined.