Bacardi, recognized for its flagship rum of the identical title, Gray Goose vodka and Bombay Sapphire gin amongst different labels, has stepped up its funding in India amid a premiumisation wave in alcoholic drinks.
India has been recognized as Bacardi’s top-five development markets, Vinay Golikeri, managing director, Bacardi India and neighbouring nations, instructed FE.
“Our funding has elevated by 60% in manufacturing, advertising and distribution over the previous few years. We’ll proceed the momentum as India stays a key development market, the place we’ve got doubled our enterprise between 2019 and 2023,” Golikeri, who took over as MD of Bacardi India in January 2023, stated.
Whereas Golikeri didn’t specify monetary numbers, he stated the India unit was on monitor to ship the 5x (5 instances) enterprise development goal it had set for itself to attain inside a decade in 2019.
Among the many priorities for Bacardi within the first half of calendar yr 2025 will likely be to advertise and broaden a few of its latest launches — together with made-in-India whisky label Legacy, Irish whisky model Teeling, tequila model Patron El Cielo, and vodka model Gray Goose Altius.
The second half of the yr may even see Bacardi, which is the world’s largest privately held, family-owned spirits firm, give attention to getting a few of its new manufacturers and variants into the nation.
Apart from Mexico, India is the second rising market that Bacardi is betting on, Golikeri stated, pushed by its financial development, a younger base of shoppers, and a powerful cocktail tradition. “India provides virtually 20 million shoppers yearly into the authorized age for ingesting. Plus, the proportion of the higher center class and higher-income households is slated to develop from round 70 million now to 170 million by 2030 as affluence will increase. And other people need to drink higher high quality merchandise,” Golikeri stated.
Bacardi, which has a ready-to-drink portfolio (Bacardi Breezer/Bacardi Plus) within the Rs 150-160 value level (for 275-ml bottles) and a premium portfolio beginning at Rs 1,500-1,600 for 750-ml bottles (known as quarts), isn’t eager to focus on the mid-market phase, that’s, merchandise priced at Rs 700-900 a quart. This can be a candy spot for in style liquor manufacturers equivalent to Officer’s Alternative, McDowell’s No 1 and Imperial Blue amongst others in India. This phase contributes to over 30-40% of liquor market volumes within the nation and can be a crowded house, sector specialists stated, as city shoppers discover this vary moderately priced.
Golikeri stated that Bacardi’s portfolio lends itself to premiumisation and that the corporate want to hold its give attention to premium and above labels. “We don’t need to play within the stomach of the market. That’s not the place our consideration is and we aren’t trying to launch merchandise within the mid-market phase,” he added.
Whereas the corporate has its personal plant in Nanjangud, Mysuru, Karnataka, it has 10 co-packers throughout the nation. Golikeri stated the manufacturing footprint will enhance sooner or later because the premiumisation pattern gathers tempo in India.
Bacardi can be growing its promotional actions within the nation, together with tying up with bars and pubs throughout main metros and cities and curating its personal music competition known as Casa Bacardi.
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