The latest volume figures from The Millionaires’ Club - Drinks International’s global ranking of 9-litre million-case brands – places Tanduay’s 2012 sales at only 200,000 cases short of Bacardi, and growing at 5%.
Bacardi, which grew 1% from 2011 to 2012 and has recorded flat average growth over the last five years, sold 19.8m cases last year, with Tanduay at 19.6m cases.
A spokesperson from Intellima, the research company that compiled The Millionaire’s Club list, said: “The league table is looking steady, but a coup could be afoot in the world of rum. With Bacardi treading water, the local Philippines brand Tanduay is coming up hard on the heels of its better known global rival to take the top spot.
“Tanduay’s growth in 2012 was in line with a five-year trend – and a move by owner Lucio Tan to fold his interests in brewing, tobacco and airlines into the business will raise its profile still further in the region in years to come.
“While many global players’ strategies focus on premiumisation, Tanduay and other local brands have successfully exploited the mainstream in their home markets and regional pockets of strength within them. Tanduay is a national brand but is targeting the northern metropolitan centres of Manila and Luzon as it looks to build sales further.”
United Spirits’ McDowell’s No.1 Celebration
If growth rates continue at a similar pace to 2012, Bacardi will also be overtaken by United Spirits’ McDowell’s No.1 Celebration, which grew 14% from 15.6 million cases to 17.8m cases, and has a five year CAGR of 18%.
The Millionaires Club, which is researched by Intellima and published alongside Drinks International next month, ranks Captain Morgan as the fourth largest rums with year-on-year growth of 7% to 9.8 million cases.
Brugal (4m cases) pipped Havana Club (3.9m) to fifth place. Intellima said: “Havana Club’s modest worldwide growth was driven by sales in Europe, and it was another brand to see Germany become a rum hotspot. The legal block on it entering the US remains a barrier to grabbing one of the top rankings."
While at the bottom end of this year’s Millionaires’ Club rum table Untied Spirits Old Cask and Amrut Distilleries’ Old Port Rum tumbled 37% and 33% respectively.