Tabuh Mas

Tabuh Mas Company is a Pemecutan-based beverages company located in Gerenceng, Pemecutan. The company was founded by two cousins, Gede Sumadiyasa and Komang Rai Putra. After both of them died in 1980's, the company was continued by their children. The company flagship brand is Rau, named after a local mythology monsters that ate up the moon and sun which makes eclipse.

History
Tabuh Mas Company was founded in 1953 by two cousins, Gede Sumadiyasa and Komang Rai Putra. Both were a heavy drinkers which is quite common in their home town that close to the mountain. People in their home town usually create the alcoholic beverages in their home, individually. The beverages then traded outside the town. Rice-based wine which locally called brem has become the main product of the alcoholic beverages.

Sumadiyasa which was working in tourism industry found it strange that local alcoholic beverages has become second class or even third class in the beverages industry. Many foreign brands flocked the market and outnumbered the local products. The unorganized local beverages industry also seems to be another reason. Because most of the products are made privately. He then approached his younger cousin, Komang Rai Putra, who was a heavy drinker like he was. Both of them decided to organized the local beverages industry started in their home town.

They then started to collected all the beverages that produce in their town and rebrand it before sale it. The strategy was very successful. In 1953, they officially established their company, named Tabuh Rah Company and their prime brand is called Kala Rau. Although the sale were very good and demands increase through the time, but the company gets backlash from religious community upon their company and name brand. To settled the issue, they decided to changed their company name and product brand.

In 1961, their company was registered as Tabuh Mas Company and the brand is shorten into Rau. Fortunately, the name changed was not affected their sale. In fact, their new brand name is more catchy and easier to remember than the previous one. In early 1970's, they expanded their products with a new addition. The second brand Jaka is a palm wine product which locally called Tuak. While the third brand is Agni which is a distilled product of Tuak and have a stronger alcohol value. It is locally called Arak.

In 1983, Gede Sumadiyasa died from heart attack. And his cousin, Komang Rai Putra followed in 1987 who died from heart complications. The company is then managed by their children, Wayan Juni Sumadiyasa and Kadek Ayu Laksmi Putra. The company continued to increase their sales until a setback happened during 1997-1998 financial crisis. In 2003, they decided to made the company go public. Their first IPO went very good. In 2009, Wayan Juni Sumadiyasa decided to resigned as the company CEO and continued as Chairman instead. The CEO position was then given to Pande Putu Sutha Arjaya which still holds the position until now.

Rau
It is the first brand that introduce by the company. The named was previously called Kala Rau which is a local mythology monster who eat up the sun and the moon that makes the eclipse. The religious community were enraged with the naming because it was associated with alcoholic beverages. To calmed them, Gede Sumadiyasa decided to shorten the name into just Rau. The new name is more attractive and easier to remember by the customer.

Rau is a rice wine type beverages locally known as Brem. It was made by fermented black and white glutinous rice to reach certain alcohol level. The brand comes with both red and white rice wine. The finished product have around 5%-14% alcohol degree. It has a sweet taste.

Jaka
The brand was introduced in 1973, as the second brand of the company. The name of the brand is comes from the local name of palm tree type that is use to make the beverages. Tuak as the local called it, is a palm wine made of fermented palm tree, coconut or sugarcane sap. For this brand, the company use the local palm tree, Jaka tree to produce the brand.

The brand also comes in white and red wine. It has a low alcohol level similar to Rau brand with a sweet to semi sweet taste.

Agni
Also introduced in 1973 as the third brand, the name is a Sanskrit word which means fire. The product is based on distilled palm wine which locally known as Arak. The company also use Jaka tree sap to produce this brand. Internationally, it is known as the palm rum.

The brand has golden brown coloring. It has a high alcohol value around 25%-45%. Agni has a sweet to sweet sour taste.

Properties
The company retain their main office in Gerenceng even though they have to moved several times because of the company expansion. They also maintain 2 distribution offices which located in Ubung and Mengwi. Aside from offices, they also maintain several factories. In total, there are 5 factories that they maintain. The largest factory located in Gerenceng near their main office. While the other 4 factories are located in Tulangampiang, Kreneng, Pohgading and Tangeb.

Controversy
During their first establishment, the company was being sued by religious community over the use of Tabuh Rah and Kala Rau name. Parisadha Sanatana Dharma Pemecutan (Pemecutan Sanatana Dharma Association) was enraged over the use of those words as both words are consider sacred and very close to that religion. Tabuh Rah is a religious event during temple festivities which use cockfighting as religious offerings. While Kala Rau is a demon that was beheaded by God Vishnu after the churning of sea to retrieve Tirtha Amertha. The demon then chase Goddess Chandra and God Surya because they told God Vishnu about his disguise to earn Tirtha Amertha, the immortality water. This story is known as the bases of eclipse occurrence by Sanatanan believer.

The judicial proceeding was settled with the company agreed to change their name. Tabuh Rah was change into Tabuh Mas. While Kala Rau was shorten into just Rau.

Partnerships
From the start of their establishment, the company hold their own distribution for their products. On the other hand, they have several agreement with large or small stores for their products sales throughout Pemecutan. As the company begin to distribute their products overseas, they also make agreement with several distribution agents and stores outside Pemecutan. Nowadays, the company have distributed their products into 5 countries in Melayu Archipelago alone.