The Market Monitor Minding the Nation's Business
WHEN it comes to what really moves spirits off the shelf and into a glass, taste and design matter.
The first showcases the product’s craftsmanship and character, whether it’s worth having over and over again or just once.
The latter, meanwhile, contributes to its visual storytelling, helping shape first impressions and inviting customers to discover what lies beyond its brand name and label.
At the recent PR%F Awards 2025, a Filipino brand showed that it has mastered both. It’s really no surprise as it has been winning accolades left and right.
“Detail is important when it comes to taste and design, and we at Tanduay have always paid close attention to the products we release. We want it to be the best, and to have the same quality wherever it is being distributed anywhere in the world,” said Roy Kristoffer Sumang, Tanduay International Business Development Manager.
Tanduay Overproof earned a Gold Medal with a score of 93 at the Tasting Competition and a Double Gold at the Design Competition. Tanduay Reserve Rum 10 Years, meanwhile, was awarded a Silver Medal with a score of 89 at the Tasting Competition and a Gold at the Design Competition.
The Tasting Competition is a double blind-tasting process where spirits, wines, and beverages are judged in 100-point rating system. In the Design Competition, judges inspect the bottles or cans of the product, reading its story and ingredients, and evaluating its packaging and its overall look and feel.
The PR%F Awards is one of the most prestigious spirits competitions in the world, with a judging panel comprised of top-tier buyers and decision-makers from hotel groups, airlines, restaurants, nightclubs, dispensaries, and liquor stores from the United States and Canada.
“It is a great honor to receive recognition from a competition designed to reflect real-world buying decisions, where products are evaluated by experts who have a say on what customers would want,” Sumang said.