Manila – Tanduay showcased its proudly-Filipino craftsmanship and innovation at the recent Department of Trade and Industry (DTI) Tatak Pinoy Expo 2026. Held at the SMX Convention Center Manila, the event puts a spotlight on Philippine products and services, and was participated in by the country’s top brands.
“As a brand that represents 172 years of history, our participation in the Tatak Pinoy Expo 2026 reflects our Filipino pride. During the expo, we were able to showcase our premium rum portfolio to a broad, engaged Filipino audience and to likewise reinforce our identity as a world-class brand rooted in Philippine heritage. It was also an opportunity to align ourselves with the national push to put Filipino industries on the global map,” said Tanduay Special Projects Unit Head Romadel Pamfilo.
She added that through the DTI Tatak Pinoy Expo 2026, Tanduay was able to connect with trade partners, consumers and stakeholders who believe in the potential of proudly Filipino-made products.
Tanduay embodies the goals of the Tatak Pinoy (Proudly Filipino) Act that was enacted in 2024 to “enhance the productivity and competitiveness of Philippine industries in the global market, produce a diverse array of more complex and high-quality products, and move up the global value chain.”
“This expo is proof that Filipino excellence is already here in this room. Together, let us continue building industries that are proudly Filipino, globally competitive, and build to create a better future for every Filipino. Tatak Pinoy: Built for the World,” said DTI Assistant Secretary of Competitiveness and Innovation Group Nylah Rizza Bautista in her speech during the event.
According to Pamfilo, the DTI Tatak Pinoy Expo 2026 aligns with Tanduay’s growth plans and strategic priorities for 2026.
“This year is a significant year for Tanduay in terms of international expansion. We have been building momentum through global competitions, most recently winning at the Proof Awards 2025, and the International Spirits Competition by Enthusiast Report Magazine. This government initiative event like Tatak Pinoy complements this push and being part of this reinforces that Tanduay is not just exporting products, but exporting Filipino excellence,” she said.
Proudly Showcasing Its Craftsmanship, Quality, and Story
Tanduay held several activities and promotions during the event. Their booth was designed to give visitors an immersive experience and likewise highlight its Filipino-made Tanduay premium products.
Guest bartenders, Amor De Guzman and Jesus Emmanuel Pardillo of AKA day/night drinks, and Tanduay house bartender, Jake Alano, created Filipino-inspired cocktails for visitors to try. They also had a fun time playing the Tanduay claw machines and winning exciting prizes.
Tanduay also highlighted its premium and internationally awarded rums, like the Tanduay Reserve Rum 10 Years, Tanduay Overproof, Tanduay Double Rum, Especia Spiced Rum, and the Tanduay Asian Rum Gold & Silver.
“These products represent the full range of what Tanduay can do, from aged sipping rums to bold overproof expressions, and they carry the weight of international recognition behind them. We wanted visitors to see that Filipino rum can compete with, and win against, the best in the world,” Pamfilo said.
Strengthening Its Position as a Globally Recognized Filipino Brand
Tanduay has been named the World’s No. 1 Rum by Drinks International for eight consecutive years, and continues earn recognition across prestigious competitions globally. Beyond the awards, however, it remains strongly committed to consistency in its craftsmanship, quality, and story.
“Every bottle carries the heritage of over 170 years of Filipino distilling tradition. We continue to grow our international distribution, invest in our premium portfolio, and align with platforms like the Tatak Pinoy Expo 2026 that champion Filipino excellence at every level,” Pamfilo said.
Tanduay started out as a distillery in old Manila during the last days of the Spanish colonial era. In the decades that followed, it produced spirits that have conquered the palates of Filipinos and people from other countries. As it did so, it also earned numerous awards for the quality and excellence of its products.
The brand continues to be a leading name in the country’s spirits industry as it continues to expand globally. As of this writing, Tanduay is also 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. “Tanduay is a testament to what Filipino brands can achieve in the global stage while also gaining strong support in its home country. We are honored to join the other brands in the Tatak Pinoy Expo, and we encourage everyone to continue supporting Filipino excellence and ingenuity,” noted Pamfilo.
