BevBiz Marketing | BevHatch Case Study – Tanduay Asian Rum
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BevHatch Case Study – Tanduay Asian Rum

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BevHatch Case Study – Tanduay Asian Rum


Tanduay Rum is the 2nd largest rum supplier in the world, but had no presence in the United States. Tanduay hired BevBiz to help them break into the competitive U.S. rum market — dominated by Bacardi.


Based on extensive research on trends in the spirits industry, the key competition and activity in the rum category and consumer focus groups on what an Asian Rum would look like, BevBiz brought a U.S. Tanduay brand to life from scratch. BevBiz services included bottle and label design, concept creation, sales and marketing strategy, distributor management, and a fully integrated launch campaign including:
• Consumer and Trade Advertising
• Public Relations
• Trade and influencer outreach and education
• Promotional Programming and execution
• Social media activation


Tanduay Asian Rum was successfully established in the U.S. in 2014, with distribution and velocity in over 2,000 accounts across three markets (FL, IL, and CT) and 5,000+ cases.