This summer, Tanduay Distillers, Inc., makers of the world’s 2nd largest selling rum, will enter two new markets—Tennessee and Illinois. This expansion comes after Tanduay Asian Rum’s early success in Connecticut and Florida, the two original markets to launch, less than one year ago. In Tennessee, sales of Tanduay will begin in June through Athens Distributors, covering Chattanooga, Nashville and Memphis, and eventually growing state-wide. In Illinois, Tanduay will be distributed by Southern Wine and Spirits beginning July 1.
“Globally, Tanduay is a key player in the rum category selling over 18 million cases, annually” remarked Whit Repp, Vice President of Marketing at Brand Action Team, Tanduay’s agency of record. “When we landed on U.S. soil last summer, our aim was to take a measured approach and establish a strong presence in the initial launch markets. As we approach our one year anniversary in the States, we continue to gain distribution which is a testament to enthusiastic trade support, the incredible quality of our spirit and its popularity among rum drinkers and influencers.”
Since its entrance into the U.S., Tanduay has established a prominent presence on shelves and back bars in targeted accounts. Key account managers in each of the markets, in conjunction with an ambitious sampling program, have led to strong consumer pull and high re-order rates. In addition to traditional sales efforts, the brand has supported distribution and consumer tasting activity with a targeted social media campaign incorporating a Twitter account and Facebook page that touts a robust, rapidly rising following of over thirty-five thousand fans.
“We have recognized the integral role social media has played in generating consumer trial,” stated Repp. “Tanduay is well positioned to succeed by offering a unique heritage and provenance, and a truly great tasting product of the finest quality. The awards we have garnered, the fans we have acquired and the engagement with those fans are testament to that.”
Tanduay intends to deploy similar tactics in Tennessee and Illinois with a continued focus on gaining full line distribution, ongoing support of the trade and product tastings to generate consumer demand.
