SOCIAL MEDIA, GEN Z FUEL COCKTAILS’ RISING POPULARITY

beneficial for Tanduay whose award-winning rums are staples in cocktail bars. This has also been a way for the brand to introduce itself to the international market.

“Serving Tanduay-infused cocktails is a way of acquainting people with the brand,” Gironella said.

Tanduay’s premium rum products like the award-winning Tanduay Rum Gold, Tanduay Double Gold, Tanduay Rum Silver, and Boracay Rum product line are now available in North America, Europe, and Asia.

Tanduay Head for Research and Development

Janno Gironella said that today’s consumers have become more open to trying new drinks because of the influence of social media. At the same time, they want their drinking experience to be more personalized.

“These have made a great impact on why Filipinos are now embracing cocktails,” Gironella pointed out.

Introducing Philippine Rum to Other Markets

The renewed interest in cocktails has been

In 2022, the brand’s international business grew by 16 percent. Its U.S. business also increased by 16 percent and its Asia-Pacific/Middle East markets by 293 percent.

To give international consumers ideas on how they can incorporate these products to their cocktails, Tanduay came out with a Cocktail Culture book. Working with professional mixologists, they came up with recipes that one can make at home.

Tanduay has also opened bars in the home arenas of its partner-teams in the National Basketball Association (NBA). Tanduay bars that serve cocktails infused with the brands different rums are now open at the Fiserv Forum, the home of the Milwaukee Bucks; Target Center of the Minnesota Timberwolves; and Footprint Center of the Phoenix Suns.

With the growth of the cocktail segment, Gironella shared that they are also developing their cordials.

“We are looking at growing our Jamaica Lime brand and introduce new flavors to address consumers’ prefer- ence for customization,” he said.

RTD Cocktails on the Rise

Ready-to-drink (RTD) products are likewise experiencing a surge in sales as a result of cocktails’ popularity.

“There are consumers who are looking for easy and convenient ways to enjoy cocktails. Prior to the pandemic, we already saw the potential of the RTD segment, so we invested in research and development to create RTD cocktails. We wanted them to be delicious, affordable, and convenient,” Gironella said.

The brand’s RTD products include the Tanduay Cocktails and the Barman Cocktail Concentrate.

The former comes in three-liter bags and boxes and are perfect for big parties. They are also for consumers who don’t have the time to buy ingredients for their cocktails. The Tanduay Cocktails are available in Strawberry Daiquiri, Piña Colada, and Green Margarita flavors.

The latter, meanwhile, comes in a concentrated format. Its flavors include Black Russian, Dark and Stormy, and Amaretto Sour.

“All they need to do is add water and adjust it according to their alco- hol strength, sweetness, and intensity preferences. There are consumers who want their cocktails to be low in alcohol content,” Gironella said. The demand for both its RTD and nonRTD rum products also brought about the expansion of Tanduay’s distribution channels, he further shared.

What’s Next for the Rum Market?

Gironella noted that coming out of the pandemic, consumers are also looking for new experiences.

“So, we might see more pop-up bars and tasting events, where people can socialize,” he said.

Two days before Christmas in 2017, a fire broke out at the New City Commercial Center (NCCC) Mall in Davao City. The fire raged for 31 hours; it started at 9:35 in the morning of December 23 and was declared under control at 5:15 in the morning the following day.

The fire happened in broad daylight. Was there a way some deaths could have been avoided?

It’s possible, according to the information posted by my friend, Dr. Teofredo “Ted” R. Esguerra, on his Facebook. The only flight surgeon in Southeast Asia, he has been lecturing and sharing his expertise on disaster management.

The information, taken from the website of the Tufts University in the United States, gives some basics about fire safety. First and foremost, you need to familiarize yourself with “where you are” (inside a mall, for instance). Be sure to know how to reach the two (yes, not just one!) nearest exits. Bear this in mind, too: In a fire situation, smoke is blinding and will bank down in the rooms and hallways. To escape to safety in a situation where there is already smoke, you have to crouch or crawl.

“By always being aware of your surroundings, your knowledge of the nearest two exits, and having a plan will greatly increase your ability to deal with sudden emergencies,” the information said.

By virtue of Presidential Proclamation No. 115-A, March was declared as Fire Prevention Month because