Tanduay partners with Denmark-based Bastard Spirits

December 19, 2025 | 12:00am

MANILA, Philippines — Lucio Tan–owned Philippine rum brand Tanduay is reinforcing its presence in Europe through a new distribution partnership with Denmark-based Bastard Spirits.

Tanduay said the collaboration marks another step in its international push, as the brand continues to position strongly in regions where consumers are increasingly open to exploring new rum experiences.

In particular, the partnership with Bastard Spirits forms part of Tanduay’s strategic push into Europe’s discerning spirits markets.

“We’re building something exciting in Denmark. With the right partner and the right market conditions, Tanduay is poised to become a key player in the Danish rum category,” Tanduay Brands International Inc. international business development manager Roy Kristoffer Sumang said.

“Denmark is an exciting market marked by curiosity and openness to new flavors. We see strong potential for Tanduay to thrive, especially with Bastard Spirits’ premium-focused distribution network and deep understanding of Nordic consumer preferences,” he said.

Bastard Spirits is a boutique distributor known for its premium-focused portfolio and deep expertise in navigating the regulated Nordic alcohol market.

Established in 2021, the company has built a reputation as a specialist in high-quality spirits distribution across the Nordic region.

“We are a premium-focused distributor. We curate a portfolio of high-quality spirits and partner with select premium brands to ensure focus and exclusivity. At the same time, we offer flexible distribution solutions from long-term brand partnerships to bulk and stock-clearance programs. This adaptability is what makes us an ideal partner for brands entering the Nordic market,” Bastard Spirits international sales manager Jesper Kjaer said.

Denmark’s spirits landscape, which has been shifting in recent years, creates a strong entry point for Tanduay, whose diverse portfolio ranges from smooth-aged rum to bold overproof variants.

“Tanduay has a very strong portfolio, great price points and excellent support. Their offerings simply don’t exist in the current Danish market, so it was easy to say yes to this opportunity,” Kjaer said.

He expects the Tanduay 10-Year-Old Rum to gain broad consumer appeal, while the Tanduay Overproof will attract more advanced rum enthusiasts.

“Tanduay will definitely become our main rum brand. The range, quality, and pricing give it a broad appeal across consumers and bars. We’ve had a very promising start, and we have high expectations for its development in Denmark,” he said.