MANILA, Philippines — Tanduay has long been known for its rich heritage and its place in the country’s drinking culture. Since the 1800s, it has produced bottle after bottle of rum that has become part of both big and small celebrations.
Beyond the product, however, the brand has also been investing in something that is just as important.
“Tanduay is very active in building appreciation for rum through grassroots engagement and education. It is our way of investing into the future, as students and young professionals are the next generation that will be shaping not just the rum industry, but the bartending, hospitality, and tourism industries as well,” said Gem Leonard Boy, Tanduay Brand Manager.
One of Tanduay’s efforts in rum education is the Tanduay Rum Masterclass.
“The Tanduay Rum Masterclass was developed to introduce and deepen students’ appreciation and excitement in the bar and beverage industry and understanding of rum, not simply as a beverage that is part of the subject but as a product shaped by Filipino heritage, craftsmanship, sugarcane, aging, blending, and innovation,” said Jake Alano, resident bartenderof Tanduay.
Alano recently headed the latest Tanduay Rum Masterclass at the University of Perpetual Help Las Piñas, where more than 100 freshmen and sophomore students preparing for careers in the hospitality and beverage industry attended the event. He was assisted by the Band of Young and Outstanding Bartenders (BYOB) and Soilo Productions, who discussed bartending fundamentals and Tanduay cocktail mixing.
How The Masterclass Began
Tanduay has been holding a Rum Masterclass since 2016. According to Alano, the earliest documented class was held at the Eulogio Amang Rodriguez Institute of Science and Technology – EARIST Manila.
It was then called simply as a Tanduay class. Eventually, the program has evolved into the Tanduay Rum Masterclass. It featured Tanduay products, with participants learning the basics of bartending and flairtending. They also learned about the various aspects of rum appreciation, such as rum tasting; rum color, aroma, body, taste, and finish; and cocktail mixing.
“To date, we have catered to many schools and universities, including private and state universities, and training schools in and around Metro Manila, North and Central Luzon, CALABARZON, and the Bicol Region. We have also conducted masterclasses in mobile bars, and as part of company activities and private sessions. We usually facilitate masterclasses for a minimum of three institutions per month,” Alano shared.
He added that they usually hold masterclasses in schools and venues that offer hospitality, tourism, culinary arts, and beverage education. They also consider opportunities where the masterclass can provide meaningful exposure to students and industry professionals.
“For schools in particular, we want to reach future hospitality professionals early in their careers and give them an educational experience that complements what they learn in the classroom,” Alano said.
From the Sensory Appreciation of Rum to Learning Basic Bartending Skills
The masterclass offers basic bartending and rum education, tasting, product appreciation, practical application, and responsible drinking classes. According to Alano, their goal is to make the experience both educational and engaging.
“What makes the Tanduay Rum Masterclass different is its combination of education, Filipino rum heritage, sensory appreciation, and practical bartending application. Participants are given the opportunity to understand where rum comes from, how it develops its character, how to appreciate its different qualities, and how it can be used creatively in cocktails,” Alano said.
Emphasizing the Importance of Responsible Drinking
Alano stressed that in conducting the masterclass, they make a great effort in reminding participants about responsible drinking.
“Participants are reminded that alcoholic beverages should be consumed responsibly and only by individuals of legal drinking age. The masterclass also emphasizes the responsibility that future hospitality professionals have when serving alcoholic beverages to guests,” he said.
Why Rum Education Is Important
For Alano, who has been in the industry for 15 years already, understanding a spirit goes beyond simply knowing how to consume it.
“For future bartenders and hospitality professionals, knowledge of the product allows them to make better recommendations, create better cocktails, communicate with guests, and appreciate the craftsmanship behind what they serve,” he said.
Apart from the Tanduay Rum Masterclass, the brand also conducts distillery tours, mixology and flairtending competitions, and other industry-focused activities that are geared toward rum education.
Alano said that they are encouraged by the positive feedback they receive from the masterclass participants.
“They particularly appreciate learning how to identify differences in aroma, flavor, body, and finish, and discovering that rum can be appreciated in much the same way as other premium spirits. Students also enjoy the interactive components, particularly tasting and cocktail demo and return demonstration, hands-on cocktail mixing, art of flairtending, because they can connect what they learn in the classroom with actual beverage-industry practices as well as prizes and freebies,” he shared.
What is most important for the Tanduay Rum Masterclass team is that students learn more about rums and particularly Tanduay as more than just a drink, but a product shaped by Filipino heritage, craftsmanship, and creativity.
“We want them to leave with greater appreciation for Filipino rum and with knowledge that they can carry into their future careers in bartending, hospitality, and the beverage industry,” Alano emphasized.
