Tanduay targets Nordic rum drinkers

Tanduay Distillers Inc., the spirits unit of billionaire Lucio Tan’s conglomerate, is expanding its European presence through a distribution agreement in Denmark as it seeks to capture the growing regional appetite for premium rum.

- By JAMES A. LOYOLA

The Philippine distiller partnered with Bastard Spirits, a boutique distributor that operates in the Nordic region, including Sweden, Finland, Greenland, Iceland, and Norway.

Tanduay said the move is part of its broader international push to position its portfolio in markets where consumer preferences are shifting away from traditional staples like gin.

Denmark’s spirits market has seen a recent transformation, with rum gaining traction among younger drinkers and women who find the spirit more approachable than whisky.