“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.” ~Gem Leonard Boy, Tanduay Brand Manager
For generations, Tanduay has been deeply woven into the Philippines' drinking culture, carrying with it a heritage that dates back to the 1800s. Through the years, its rum has found its way into countless celebrations, from intimate gatherings to major occasions.
But Tanduay's story goes beyond producing bottles of rum. The brand has also been placing greater emphasis on helping people understand and appreciate the spirit behind the drink.
One of its initiatives dedicated to this purpose is the Tanduay Rum Masterclass, an educational experience designed to give participants a deeper look into rum, its characteristics, and the craftsmanship behind it.
“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. 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. 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. 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. 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. 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. 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.” ~Jake Alano, Resident Bartender of Tanduay
Recently, Alano led the latest Tanduay Rum Masterclass at the University of Perpetual Help Las Piñas, bringing rum education and bartending knowledge to more than 100 freshmen and sophomore students pursuing careers in the hospitality and beverage industry.
He was joined by the Band of Young and Outstanding Bartenders (BYOB) and Soilo Productions, who shared valuable insights into bartending fundamentals and demonstrated techniques for creating cocktails using Tanduay.
How The Masterclass Began
Tanduay's commitment to rum education dates back to 2016, when the brand began conducting what would eventually become its Tanduay Rum Masterclass.
According to Alano, the earliest documented session was held at the Eulogio Amang Rodriguez Institute of Science and Technology (EARIST) Manila. At the time, the program was simply referred to as a Tanduay class.
Over the years, the educational initiative developed into the Tanduay Rum Masterclass, expanding its discussions and activities around Tanduay's products and the world of rum.
Participants were introduced to the fundamentals of bartending and flairtending, while also learning the different elements involved in appreciating rum. These included rum tasting, color, aroma, body, taste, and finish, as well as the basics of cocktail mixing.
Alano added that Tanduay typically conducts its Rum Masterclass at schools and venues offering programs in hospitality, tourism, culinary arts, and beverage education. The brand also looks for opportunities where the sessions can provide valuable learning and industry exposure to both students and hospitality professionals.
From the Sensory Appreciation of Rum to Learning Basic Bartending Skills
The Tanduay Rum Masterclass covers a range of topics, from basic bartending and rum education to tasting, product appreciation, practical applications, and responsible drinking.
According to Alano, the program is designed to make learning about rum both informative and engaging, allowing participants to gain knowledge while enjoying a hands-on experience.
Emphasizing the Importance of Responsible Drinking
Alano emphasized that responsible drinking remains an important part of every Tanduay Rum Masterclass. The team makes it a point to remind participants about the importance of consuming alcoholic beverages responsibly throughout the session.
Why Rum Education Is Important
For Alano, who has spent 15 years in the industry, learning about a spirit involves more than simply understanding how to drink it. He believes that gaining knowledge about its character, production, and story can lead to a deeper appreciation of the beverage.
Beyond the Tanduay Rum Masterclass, the brand continues to promote rum education through various industry-focused initiatives. These include distillery tours, mixology and flairtending competitions, as well as other activities designed to expand participants' knowledge and appreciation of rum.
Alano shared that the team is encouraged by the positive feedback from masterclass participants, particularly those who gain a better understanding of rum through the sessions.
For the Tanduay Rum Masterclass team, one of the most important goals is to help students see rum—and especially Tanduay—as more than simply a beverage. It is also a product rooted in Filipino heritage, craftsmanship, and creativity.
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