Tanduay bringing Spain’s Torres brand to Philippines

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January 29, 2026 | 12:00am

MANILA, Philippines —  Lucio Tan–owned Tanduay has entered into a distribution partnership to bring Spain-based spirits brand Torres to the Philippines.

Torres’ Philippines market debut will include the introduction of Torres 5 Light and other products that showcase its established portfolio and heritage in spirits-making.

Torres 5 Light will be distributed nationwide along with Torres’ other premium products that cater to different types of drinkers.

“The arrival of Torres in the Philippines marks the coming of two great houses that are united by a shared commitment to excellence and growth. This partnership reflects our vision to offer Filipino consumers world-class spirits,” Tanduay president and CEO Lucio Tan III said.

Since the 16th century, the Torres family has been cultivating vineyards in Penedès, Spain.

Casa Torres was founded in 1870 as a company dedicated to wine. Its brandy-making business started in 1928 when oak barrels were started to be used to age brandy made from the best white wines from Penedès.

“Since the beginning, we understood that our two companies shared a lot of values. They’re both family-owned companies. They all stand for more than 100 years in the market. The care for the craft of the product they are making and the sustainable practice they are using. And when we started meeting and understanding what each of us was doing, it made a lot of sense for us to start this partnership with a long-term view in mind,” Torres Spirits global managing director Christian Visalli said.

Visalli said the group is looking forward to introducing its products, particularly Torres 5 Light, to Filipino consumers.

“We are proud to bring the rich heritage of Spanish brandy to the Philippines. With Tanduay as our distributor, we are confident that Torres products will reach Filipino consumers who appreciate exceptional spirits with authentic Spanish tradition,” he said.

According to Visalli, the Philippines is one of the most important brand markets in the world.

“We think that right now, we have the right partner with the strength of the distribution that Tanduay can offer. And I think that no one can offer this in the market. We have a product that we crafted specifically for the Philippine market,” he said.

Roy Kristoffer Sumang, Tanduay international business development manager, said it was the company who approached Torres for the partnership during one of its visits in Europe back in 2024.

“What’s important for them and for us is to really build the brand. For a brand to be introduced to the Filipinos, you really have to play the long game. And it’s all about branding,” Sumang said.

Sumang said sales of imported brandies in the Philippines is estimated to be about 300,000 to 500,000 cases per month.

“So you can really see the opportunity for growth when it comes to imported brandies,” he said.

Tanduay, founded in 1854, has evolved from its Manila roots into a global powerhouse.

Tanduay has made significant inroads into international markets, with its products now available across North America, Europe, Asia and beyond, including countries such as the United States, United Kingdom, China, Canada, Australia, Belgium, Germany, Singapore, the UAE and Peru, among others.

It reinforced further its presence in Europe through a new distribution partnership with Denmark-based Bastard Spirits announced last month.

The collaboration marked another step in Tanduay’s international push, as the brand continues to position strongly in regions where consumers are increasingly open to exploring new rum experiences.