Rum distiller turned fashion-brand Tanduay has launched an online store in partnership with Singaporean e-commerce platform Shopee.

The new international e-storefront features some fashion products formerly only available at the Tanduay store in Century Park Hotel.

The fashion foray is an unusual execution of using apparel to build brand awareness and thus expanding the potential customer base for an unrelated product (in this case alcohol).

Chief marketing officer of Tanduay Paul Lim said, “Online shopping has continued to gain traction in the region with the increasing internet and smartphone penetration. We are excited about the opportunities that our partnership will open for our business.

“As of now, the move is consistent with our core strategies to reach a growing global market of online shoppers.”

Tanduay’s brand manager Edzel Ty noted that all of the brand’s marketing insights point towards the future of commerce online.

The brand’s rum was recently named number one globally by Drinks International, displacing Bacardi.