Tanduay Rum, Golden State Warriors link up in historic partnership

Tanduay Rum, Golden State Warriors link up in historic partnership

by Joseph Peralta

OAKLAND, Calif. – Tanduay Rum, Asia’s first and the world’s largest dark rum brand, announced on Tuesday, October 17 that it will be an official partner of 2017 NBA Champion Golden State Warriors, marking a first for a Philippine brand to link up with an NBA championship team.

The two-year partnership with an option for an extension became official via signing ceremonies at the Tanduay Rum Club at the mezzanine floor of the Oracle Arena, with Tanduay Rum President Lucio Tan Jr. and Golden State Warriors Chief Marketing Officer Chip Bowers representing the two companies.

“Tanduay is proud, and as basketball fans, thrilled to be associated with the Golden State Warriors,” said Lucio Tan Jr. in a release distributed to media. “The world champions of rum teamed with the 2017 NBA Champions? Let’s toast to that!”

“With over 4.5 million Facebook followers from the Philippines, and having a large Filipino following in the Bay Area, this partnership is a perfect fit for both our brands,” Chip Bowers stated in the same release. “This partnership is another great way we are able to engage with our fans at a global level.”

As part of the partnership, Tanduay Rum will be designated as an official partner of the Golden State Warriors, as well as the title sponsor of the team’s Tanduay Rum Club inside Oracle Arena, located at the mezzanine suite level. Tanduay Rum crafted, specialty cocktails will also be available at select beverage stands throughout Oracle Arena, and the company will have a variety of signage integrated throughout the venue.

Tanduay Rum will also be a presenting sponsor of the Warriors’ Filipino Heritage Night on Sunday, October 29, as well as several other games within the year.

“There is no better team than the Golden State Warriors,” Lucio Tan Jr. told the media during a brief interview. “I have been following the Warriors since the late ‘80s. The Warriors is the best fit for Tanduay because it is a championship team. There are also a lot of Filipinos in the Bay Area, which gives us a good fan base.”

The Tanduay president revealed that when he took over the company reins three years ago, he wanted Tanduay to become a global brand, especially since they have been in business for 164 years.

“We started here in the U.S. knowing that there are a lot of Filipinos here, especially in California and New York. In the East Coast, we started with a partnership with the Barclays Center, which is home to the Brooklyn Nets. We will be part of all the events they will hold there, including concerts,” he related. “And soon, we may be going to Texas, Miami… one by one.”

According to Tan, Tanduay actually started by joining events in Miami where the brand won some awards.

The rum distributed here in the U.S. is different from the Tanduay sold in the Philippines. “The Gold is good on the rocks, while the Silver is good for cocktails,” he told media, while also pointing out that the branding and Tanduay commercials in the TV monitors within the Club and Oracle Arena state, “Tanduay Asian Rum, Distinctly Filipino.”

“The best rum in the world is finally here in the U.S.,” Tan answered when asked what his message would be to Filipino Americans.  “I’ve heard many people asking for Tanduay Rum to come to the U.S. Finally, we are here!”

Tanduay Rum’s history and legacy dates back to 1854 and represents the triumph of the Filipino spirit around the world. Tanduay Rum is made with world-class, heirloom sugarcane, grown in the tropical islands of the Philippines where the climate produces the sweetest varietals in the world. Tanduay Rum is a proudly Philippine-made rum that is distinctly Filipino and undeniably world-class.


Email Email  |  Print Print

Leave a Reply