Lucio Tan's Tanduay hires 3 firms for the US market

Posted at 05/30/2012 6:48 PM | Updated as of 05/30/2012 6:48 PM

MANILA, Philippines - Tycoon Lucio Tan's Tanduay Holdings Inc. has tapped the services of three US-based companies as it lays the groundwork for its entry into the American market.

The Tanduay board also approved the increase in its authorized capital stock to P25 billion from the current level of P5 billion, as it needs to broaden its equity base. In a statement, the company said the move is in line with its goal of turning Tanduay into a global brand."

Tanduay said it appointed Brand Action Team (BAT) as marketing partner; Beacon Distributors as its sales and distribution specialist; and MHW Ltd., as its logistics partner.

BAT, a consulting company that has worked with some of the biggest spirits brands in the world, will be in charge of repositioning and marketing Tanduay for the American market.

Beacon will focus on distribution and key account management for Tanduay in the US. It will also provide Tanduay with a dedicated sales force, where "the ultimate goal is to gain attention and commitment to the Tanduay brand."

MWH, a leading logistics and management service provider for wine and spirits in the US, will be responsible for the administrative, regulatory compliance, transportation, logistics and other services in relation to the importation and distribution of the Tanduay brand in the US.

"With the professional assistance of these 3 companies, Tanduay is now laying the groundworks for its foray into the US market and well on its way towards its vision of making Tanduay a global brand," the company said.