2nd Largest Rum in the World Expands Statewide in Florida
Beginning this month, Tanduay Asian Rum will commence distribution throughout the entire state of Florida. This growth comes after a successful launch period in the southern part of the state that began when the rum first entered the U.S. back in late July.
“The success of Tanduay Asian Rum in the Miami market makes the statewide expansion a logical next step and has always been part of our game plan,” remarks Whit Repp, Brand Action Team’s Vice President of Marketing, Tanduay Asian Rum’s agency of record. “Since its introduction to the Southern Florida market, Tanduay Asian Rum has achieved rapid growth in distribution, sales and repeat purchase. The brand has had great success in menu placements in some of South Florida’s most popular bars and restaurants with unique, Asian-inspired signature drinks. We have already been available at all Total Wine & More stores in Florida and the brand has been performing well in those outlets. Now it’s time to make the brand available to all accounts in the state.”
Tanduay Asian Rum is now a part of the Transatlantic Division of Southern Wine & Spirits which has 50 sales professionals, specializing in high-wines and premium spirits. The appointment of the Transatlantic Division will reconfigure Tanduay’s sales structure, set to align with the way Transatlantic goes to market, by geography not by channel. In addition to the two established key account managers—one covering on- and off-premise channels in the Miami-Dade region and the other managing on- and off-premise activity in Broward-Palm Beach—another key account manager will be charged with guiding sales efforts and coordinating samplings and trainings in North Florida, including Tampa, Orlando, Jacksonville, and Pensacola. The brand will also receive support from Transatlantic’s sales force.
