Philippines

Tanduay Distillers

Tanduay Rhum

Tanduay Rhum
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Tanduay White Premium Rhum

Tanduay White Premium Rhum
Tanduay Gold Premium Rhum

Tanduay Gold Premium Rhum
Tanduay Rhum

Tanduay Rhum
Tanduay Rhum E.S.Q.

Tanduay Rhum E.S.Q.
Tanduay Rhum Dark

Tanduay Rhum Dark
Tanduay Rhum Dark

Tanduay Rhum Dark
Tanduay Rhum Dark

Tanduay Rhum Dark
Tanduay Superior Rhum

Tanduay Superior Rhum
Tanduay 1854

Tanduay 1854
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Tanduay Primiero

Tanduay Primiero
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Tanduay Philippine Rhum

Tanduay Philippine Rhum
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Tanduay Philippine Rhum

Tanduay Philippine Rhum
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Full bottles

Only 8 of 23 labels are shown. Underplayed labels are variations with minor differences.


History

Tanduay has over a hundred years of history. It all began in 1854 when Don Joaquin Elizalde, together with his uncle, Juan Bautista Yrissary, and the Manila-based Spanish businessman and financier Joaquin Ynchausti established a trading partnership, which acquired the Manila Steamship Company. This alliance was named the Ynchausti Y Cia. Their main line of business was ship chandlery and later on ventured into abaca making. The steamships they owned plied the Laguna Lake to Manila route. Later, Valentin Teus, a cousin of the Elizaldes, joined the partnership. Teus acquired a distillery in Hagonoy, Bulacan from Elias Menchatorre and merged it with Ynchausti Y Cia. Six years later, a rectifying plant of this distillery was constructed in San Miguel District, Manila. This small distillery was transformed by four successive generations of the Elizaldes into the modern Tanduay Distillery, considered one of the largest in the Philippines.

The Elizalde Family invested and developed agricultural properties in Western Visayas, particularly in Panay and Negros Occidental, wherein they grew sugar cane. These plantations became a vital necessity in the production of sugar, the most important raw material in making rhum. Ynchausti Y Cia used the steamboats to transfer the raw materials to the Tanduay compound where they produced rhum.

In 1893, Don Joaquin Elizalde became the majority stockholder in Ynchausti Y Cia, and the company was renamed Elizalde & Co. Inc. This paved the way for further diversification of its business interests. Slowly but surely, Tanduay was transformed into a successful industry, producing quality rhum and other distilled spirits for both the domestic and international markets.

In May 10, 1988, Twin Ace Holdings Corporation, owned and managed by the Lucio Tan Group of Companies (L.T.G.C.), acquired Tanduay Distillery from the Elizalde Family. The new management launched a plant modernization and expansion program that increased the distillery's production capacity by almost 50 times.

On July 8, 1999, Asian Pacific Equity Corporation (APEC), a company listed in the Philippine Stock Exchange, also owned and controlled by the Lucio Tan Group, acquired 100% ownership of Twin Ace Holdings via a share swap with Twin Ace's existing shareholders which formalized Tanduay's entry to the local stock market scene. On July 30, 1999, Twin Ace Holdings changed its corporate name to Tanduay Distillers, Inc. and its authorized capital increased from 1 Million to 2 Billion at a par value of 1.00 per share. On November 10, 1999, APEC changed its corporate name to Tanduay Holdings, Inc. and increased its authorized capital from 1 Billion to 5 Billion at a par value of 1.00 php per share.

Tanduay Distillers have three distilling plants:
- Manila Plant
- Bacolod Plant
- Cabuyao Plant

The Elizalde Family invested and developed agricultural properties in Western Visayas, particularly in Panay and Negros Occidental, wherein they grew sugar cane. These plantations became a vital necessity in the production of sugar, the most important raw material in making rhum. Ynchausti Y Cia used the steamboats to transfer the raw materials to the Tanduay compound where they produced rhum.

In 1893, Don Joaquin Elizalde became the majority stockholder in Ynchausti Y Cia, and the company was renamed Elizalde & Co. Inc. This paved the way for further diversification of its business interests. Slowly but surely, Tanduay was transformed into a successful industry, producing quality rhum and other distilled spirits for both the domestic and international markets.

In May 10, 1988, Twin Ace Holdings Corporation, owned and managed by the Lucio Tan Group of Companies (L.T.G.C.), acquired Tanduay Distillery from the Elizalde Family. The new management launched a plant modernization and expansion program that increased the distillery's production capacity by almost 50 times.

On July 8, 1999, Asian Pacific Equity Corporation (APEC), a company listed in the Philippine Stock Exchange, also owned and controlled by the Lucio Tan Group, acquired 100% ownership of Twin Ace Holdings via a share swap with Twin Ace's existing shareholders which formalized Tanduay's entry to the local stock market scene. On July 30, 1999, Twin Ace Holdings changed its corporate name to Tanduay Distillers, Inc. and its authorized capital increased from 1 Million to 2 Billion at a par value of 1.00 per share. On November 10, 1999, APEC changed its corporate name to Tanduay Holdings, Inc. and increased its authorized capital from 1 Billion to 5 Billion at a par value of 1.00 php per share.

The Lucban Tan-owned Tanduay Distillers Inc., the country's number one rhum maker, is investing P1 billion (US million) for the construction of a new distillery facility in Cagayan de Oro to serve the Mindanao market.

In a press conference for the company's 150th anniversary, TDI president and chief operating officer Wilson T. Young said the new facility with a monthly production capacity of 400,000 cases of rhum will be operational by early 2006. The expansion project will be funded through internally-generated funds.

Young said the facility, which will be TDI's fourth rhum production site in the country, will most probably be located near its existing facility in El Salvador in Cagayan de Oro The new facility will include a distillery, warehouse and a bottling plant.
[...]
Tanduay rhum corners 98 percent of the domestic rhum market.

Tanduay have adopted its corporate name from its location, a triangular region encircled by the esteros of San Miguel and San Sebastian, which Spanish mapmakers referred to as Isla de Tanduay. The word 'Tanduay' originated from the word tanguay, an old Tagalog term for isthmus or peninsula. It also means 'low-lying land' because the entire area, including Quiapo, was frequently flooded during the rainy season. In the Cebuano and Visayan dialect, tanguay meant 'a place where tuba, a local coconut-based liquor, is bought and sold'.

The name 'TANDUAY'
Tanduay have adopted its corporate name from its location, a triangular region encircled by the esteros of San Miguel and San Sebastian, which Spanish mapmakers referred to as Isla de Tanduay. The word 'Tanduay' originated from the word tanguay, an old Tagalog term for isthmus or peninsula. It also means 'low-lying land' because the entire area, including Quiapo, was frequently flooded during the rainy season. In the Cebuano and Visayan dialect, tanguay meant 'a place where tuba, a local coconut-based liquor, is bought and sold'.

The Tanduay trademark
Heraldry developed in different parts of the globe to satisfy a practical need; that of an aid to recognition in battles and tournaments. Mostly, those who were of the royal family and nobility made use of heraldries as a symbol of their families, their holdings, even their honors and prestige.

Later on, commercial firms would have arms of their own or designs that give the impression of being armorial, just to give cachet to their products. That is why this type of heraldry is conveniently referred to as cachet heraldry.

Arms suggest excellence, permanence and reliability. In the advertising trade, if certain products are adorned with arms or imitations of it, these may appeal to certain people. This may be true for wine labels, especially if their target clientele is on the high-end. Sometimes, the arms the firms used were genuine and were those of the owner or eponym of the vineyard. But usually they represent what a commercial firm imagines noble heraldry should look like. That is why we see abundance of barred helms, plumes, crowns and supporters on these.

The Tanduay arms does not seem to be genuine. This allegation was validated by both Mr. Munarriz and Mr. Francisco J. Elizalde. The arms was just made up by Manda Elizalde. This is understandable because Tanduay was the flagship product of the Elizaldes and was being marketed abroad. A heraldic like trademark would give Tanduay products a patina of world-class excellence, reliability, permanence and would reflect its more than a century old heritage.

The tanduay arms consists of a barred helmet with an elaborate plume (which in England was a symbol usually reserved for peers and was known as 'peer's helm'). Below it is a fleur-de-lis, which symbolizes the Virgin Mary. Flanking the fleur de lis are two escutcheons. The left one is quartered where a semblance of a tree is shown slanting opposite with each other. The right one shows a castle. During the 15th century, the use of two escutcheons in one helmet was acceptable as long as this was technically possible. This was done so as the rights of the owner of arms would all be displayed. This was also done when two families form an alliance, which may be the case with Tanduay when the Elizaldes were formulating concepts for the arms. The tree in heraldry usually reflects the characteristics of the place of the owner of the arms and usually symbolizes self-government and justice. The castle on the right side, on the other hand, symbolized the House of Castille, a customary Spanish symbol.


Pictures gallery

Dr. Lucio C. Tan
Foremost in any special corporate celebration is the creation of a logo and theme that capture the spirit of the celebration. In October 2003, the final design of the logo and the theme was approved and institutionalized. Henceforth, all Tanduay forms, documents and promotional items should bear this logo/theme.
Design of the calendar started in July 2003. The final design of the calendar pays tribute to the native Filipino drinks like tuba, lambanog, basi, etc. which served as the foundation for the development of local Filipino liquors like Tanduay. It should be noted that Tanduay traces its roots to a small distillery that was established in 1854 by Elias Menchatorre. The first products of this distillery were spirits derived from the juice of the nipa palm. The calendar featured the origin and regional base of twelve native Filipino drinks - one drink for each month of the year. Each page also featured each of the twelve regular Tanduay products.
On March 10, 2003, we requested the Philippine Postal Corporation to issue special stamps that will commemorate our 150 year anniversary. The Philpost approved our request on June 6, 2003 and was formalized in a Memorandum of Agreement on July 15, 2003 between Dr. Lucio C. Tan and Gen. (ret.) Diomedio Villanueva, Postmaster General. The special stamps were issued starting on January 22, 2004. The stamp featured a circa 1950 photo of Tanduay
We applied with the Land Transportation Office (LTO) for the issuance of special car plates on July 8, 2003. This was approved by the LTO in July 16, 2003 and confirmed by the Secretary of the Department of Transportation and Communication on August 1, 2003. This car plate is to be issued on a limited basis only and shall be valid until December 18, 2004.
Special boxed rum

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Last modified: November 9, 2008 Created by Petr Hloušek
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