A major factor: new partnerships with Hensley Beverage (Arizona), Horizon Beverage Group (Massachusetts), Romano Beverage (Illinois).
It also inked distribution deals with Kreyenhop & Kluge for Germany and Alcobrands for Belgium, the Netherlands, and Luxembourg.
Tanduay is available in 12 U.S. states and the territory of Guam as well as in the countries of China, Singapore, Australia, the United Arab Emirates, Belgium, the Netherlands, Luxembourg, and Germany.
“2021 has been another good year for Tanduay. We have expanded into new markets and received more international recognition for our products. We hope to continue with this growth momentum in 2022,” said Lucio Tan III, president/chief operating officer. Tan assumed leadership of the company in late 2019, steering the company throughout the pandemic.
Tanduay likewise entered into partnerships with three teams from the National Basketball Association (NBA) in 2021.
The brand already had an existing partnership with the Golden State Warriors prior to signing new agreements with the Minnesota Timberwolves, Phoenix Suns, and Milwaukee Bucks. Tanduay is currently the only Filipino brand to be a partner of four leading NBA teams.
Because of these partnerships, Tanduay created more awareness among NBA fans from across the globe. It also gave Tanduay the opportunity to give the teams’ fans a taste of Tanduay, as it opened its own bars at the home arenas of the Timberwolves (Target Center), Suns (Footprint Center), and Bucks (Fiserv Forum) last year.