Philippine-made rum Tanduay has maintained its position as the world’s top-selling rum brand for a ninth consecutive year, even as the global spirits market shows signs of slowing demand and intensifying competition.
The company recorded sales of 23.2 million case litres in 2025, according to industry publication Drinks International, which publishes annual rankings in its “Millionaires’ Club” report.
While the figure reinforces Tanduay’s lead in the category, it also reflects a 2.5% decline compared with the previous year.
Overall, global rum sales fell from 73.7 million to 73.1 million cases over the same period.
Uncertain economic conditions
According to Drinks International, performance is now being driven largely by products with strong domestic markets, lower price points, and established distribution networks, particularly as economic conditions remain uncertain in key markets.
“The pattern is clear. In tougher economic conditions, growth is following brands with strong domestic relevance, accessible pricing, and deep distribution,” said Oli Dodd, editor of the magazine’s supplement, as reported by the Philippine News Agency.
The findings are based on company reports and data submissions collected from major global spirits producers at the start of the year, forming part of an annual survey of leading brands.
Despite the overall contraction in rum consumption, Tanduay has continued to outperform its closest competitors, underpinned by its scale in the domestic Philippine market and expanding international presence.
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Long-term position
Tanduay International Business Development Manager Roy Kristoffer Sumang said the company is prioritising long-term positioning over short-term fluctuations in sales volumes.
“We recognise that consumer preferences evolve, and we are there to meet their changing needs while remaining committed to our craftsmanship and innovation,” he said.
Founded in 1854, Tanduay has long been part of the Philippines’ industrial landscape, surviving periods of war, political transitions, and economic downturns.
Its continued dominance in global rum rankings places it among a small group of long-established brands that have maintained international scale over extended periods.
Sumang said the company intends to continue expanding its reach while maintaining its value-driven positioning.
“We will continue offering quality products at the best value and furthering our distribution globally,” he said; “The World’s Number 1 Rum title is a recognition that we share with every Filipino, and we will continue to do our best in bringing the Philippines to the global stage.”
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