Tanduay Distillers, Inc., makers of the second-largest-selling rum brand in the world, announces 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,” stated 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.