Industry News

Tanduay Asian Rum Expands Distribution to Additional Retail Outlets in California

Tanduay Distillers, Inc., makers of the second-largest-selling rum brand in the world, has announced its partnership with California National Trading Inc. (CNT, Inc.), which will increase distribution in California and bring the award-winning rum to several Asian supermarkets throughout the state.

This follows the decorated spirit's first foray into CA with Seafood City, the popular food retailer specializing in Filipino products. With expanded distribution, the beloved Filipino rum will now be accessible in all major cities throughout California. Jeff Chen, President of CNT, Inc. and a veteran of the beverage alcohol industry, will oversee sales efforts for the brand in the state.

"The strength of Tanduay's presence has grown exponentially since its introduction to the U.S. last July," states Whit Repp, Vice President of Marketing at Brand Action Team, Tanduay's agency of record. "We are thrilled to have someone managing sales efforts for Tanduay Asian Rum who knows the California market first-hand, and we are confident that his expertise will guide us effectively into new accounts."

  Support of Tanduay's California entry in participating accounts will be led by Chen, who established CNT, Inc. in 1994 after observing the extraordinary growth of Asian immigration, and recognizing the opportunity to import their favorite wine and spirits. With incredible knowledge of the industry and 20 years' experience in various positions in California, including Gold Mountain Beverage and Maita Distributors Inc., Jeff Chen has a track record that has made CNT, Inc. company one of the largest Asian alcoholic beverage distributors in the U.S. Chen will be responsible for making brand introductions, leading account strategy and conducting sampling and tasting events for Tanduay Asian Rum.

Tanduay Silver Asian Rum is aged for up to 5 years in charred oak barrels prior to blending and filtering, boasting a palate of coconut with hints of custard. Tanduay Gold Asian Rum is a blend of rums aged up to 7 years and presents flavors of vanilla and tropical fruits. Both expressions (40% abv/80 proof) are available in 750ml for a SRP of $19.99.

About Tanduay Asian Rum

Founded in the Philippines in 1854, Tanduay is the second-largest rum producer in the world, selling over 18 million cases. Tanduay boasts a multitude of accolades for its high quality rums, which enjoy a tradition of blending established nearly 160 years ago. Tanduay Asian Rum is now available in the U.S.— in Connecticut, Florida, Illinois, Tennessee and select stores in California—in two expressions: Tanduay Silver and Tanduay Gold. The rums are produced by Tanduay Distillers, Inc., a wholly owned and operated division of the LT Group. For additional information, visit

About California National Trading Inc.

California National Trading is a distributor and importer of Asian wine and spirits based in Hayward, California. Their customers include Asian supermarkets, grocery stores, restaurants and wholesalers throughout California. The company was incorporated in 1994.

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