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Tanduay grows market for gin product

Republika

A research showed the Philippines has the largest gin market in the world with a total consumption of over 22 million cases per year.


According to the International Wine and Spirits Research (IWSR), Philippine gin accounts for some 43 percent of the world gin market.


IWSR the gin category is expected to reach 88.4 million cases worldwide by 2023.


The new leadership of Tanduay Distillers Inc. is capitalizing on these figures by distributing Ginto, its gin product, to the Visayas and more parts of Luzon.


Ginto was first distributed in Luzon, with the Greater Manila Area alone accounting for 94.9 percent of its market in 2017.


“We are making our products accessible to consumers by strengthening marketing efforts in existing distribution channels and expanding our reach to new territories,” Lucio Tan III, Tanduay president and chief operating officer, said.


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