Brands with local appeal, affordable pricing, and better distribution are the key drivers of growth in the spirits industry amid a challenging economic environment, according to the latest issue of Drinks International Magazine’s The Millionaires’ Club supplement, which publishes the top-selling spirits brands annually.
“The pattern is clear. In tougher economic conditions, growth is following brands with strong domestic relevance, accessible pricing, and deep distribution,” said Supplement Editor Oli Dodd.
Homegrown Filipino brand Tanduay showed its dominance in the global rum category for the ninth consecutive year, maintaining its title as the World’s Number 1 Rum. The brand sold 23.2 million case liters in 2025, down by 2.5 percent from the previous year. Globally, sales in the rum category slipped from 73.7 million to 73.1 million cases.
“Although the rum category in general experienced a decline in sales, we remain focused on Tanduay’s long-term growth. We recognize that consumer preferences evolve, and we are there to meet their changing needs while remaining committed to our craftsmanship and innovation,” said Tanduay International Business Development Manager Roy Kristoffer Sumang.
The Research Behind the Rankings
Drinks International’s research team gathers data from company reports and requests information from the world’s largest brands in January.
Dodd observed that global spirits sales are “barely out of the woods.”
“The wars that colored previous editions continue and are joined by the war in Iran that further complicates any supply chains that cross the War Meridian while global trade disagreements seem to only take temporary pauses. It appears that global brands will continue to have to work harder for each additional case,” he noted.
Tanduay Moving Forward
Founded in 1854, Tanduay isn’t new to facing challenges. It has survived two World Wars, regime changes, and economic hurdles.
“We will continue offering quality products at the best value, and furthering our distribution globally,” said Sumang. “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.”
