Tanduay delivered more than just a standout booth at WOFEX Drinks+Bakes 2026, transforming its presence at the World Trade Center in Pasay City into a full-sensory celebration of Filipino heritage, craftsmanship, and premium rum-making.
Built around its new “Rum from the Islas” campaign, the brand’s immersive space was designed to feel like a Philippine homecoming—warm, vibrant, and distinctly local—while underscoring Tanduay’s push toward a more elevated global image.
“We wanted to convey a Philippine homecoming where we’ve distilled the warmth of our people and the richness of our soil into a space where every guest can experience the World’s Number 1 Rum in its natural element,” said Rianna Juarez, Tanduay Export Business Development Unit Head.
The concept resonated strongly with visitors and industry players, earning Tanduay the WOFEX 2026 Best Booth award. The recognition marked the brand’s second best booth win this year, following a similar victory at the Manila Gin Festival 2026.
At the center of the showcase was Tanduay’s broad and evolving spirits portfolio, featuring export, premium, and high-end labels such as the award-winning Tanduay Asian Rum Gold, Tanduay Asian Rum Silver, Especia Spiced Rum, and Tanduay Double Rum. The company also spotlighted its newer premium offerings, Tanduay Reserve Rum 10 Years and Tanduay Reserve Rum Overproof, reinforcing its ambitions in the upscale spirits segment.
The booth likewise introduced Torres Light 1L, a newly launched Spanish brandy imported from Spain and now part of the Tanduay family. Guests were given complimentary tastings, and the product drew positive feedback from visitors exploring the latest addition to the brand’s portfolio.
To further drive engagement, Tanduay rolled out event-exclusive promos, including 15+1 and 10+1 case deals, along with institutional box sets such as Embassy Whisky with a complimentary rocks glass, Tanduay Select with a rocks glass, Ginto Barrel-Aged Gin with two shot glasses, and Tanduay Flavored Mixes paired with a highball glass. Guests who spent at least P500 also got a chance to try their luck at a claw machine for a shot at winning Tanduay merchandise.
Adding flair to the experience, guest bartenders Jesus Pardillo, Amor De Guzman, and Al Basilides served up signature cocktails inspired by traditional Filipino flavors and cuisine, demonstrating how Tanduay’s rums can be reimagined in contemporary mixology without losing their local soul.
Beyond the booth, the company also made its presence felt by backing the next generation of local bartenders. Tanduay sponsored both the Ultimate Coffee Challenge and the National Bartending Competition during the three-day event, further aligning itself with the future of Philippine beverage craftsmanship.
Grand prize winners took home an overnight stay for two at Century Park Hotel, a Tanduay Cobonpue Box containing Tanduay Asian Rum Gold, Tanduay Asian Rum Silver, a glass, and two pourers in special Kenneth Cobonpue-designed packaging, along with Tanduay gift packs. Consolation prize winners also received discount coupons for Tanduay’s e-commerce platform, shots.ph, and gift packs.
For Juarez, WOFEX Drinks+Bakes 2026 was more than just a trade event—it was a strategic stage for Tanduay’s continuing premiumization journey.
“WOFEX provides the specific high-traffic, B2B environment needed to pivot Tanduay’s brand image in the eyes of hospitality decision-makers. We not only expanded our connections during the event, but also showcased the versatility of Tanduay rums, offering drinkers a premium drinking experience,” she said.