If you've ever looked for rum at an American bar, odds are there was a bottle of Bacardi somewhere. The brand is a giant in the rum world, and the alcohol industry more broadly, as the world's largest privately owned, family-held distiller. But, despite Bacardi's prominence, it's only the second-best-selling rum worldwide. According to The Spirits Business, a trade magazine for the alcohol industry, Tanduay sold 23.2 million cases of rum in 2025, far ahead of Bacardi at 19.3 million cases. Both have slumped from 2024 amid a broader rum industry downturn, but Tanduay less so.