Bacardi adds flavour to Indian market

Over the past few years, Bacardi has further strengthened its position in India as a premium brand. Known for its diverse brand portfolio, Bacardi aims at bringing superior quality spirits to the market. Zeenah Vilcassim, Marketing Director, Bacardi India, unveils her strategy for the Indian market.

- Zeenah Vilcassim

What is on your agenda for the promotion of Bacardi brands?

At Bacardi, we put consumers at the heart of everything we do. A move from a brand-first to consumer-first mindset has helped guide how we behave and what we do during these challenging times. With safety as our first priority, we have adapted to the new occasions, spaces, and places that our consumers are in. We’ve digitised our big events, such as the Bacardi Weekender Festival, so consumers can experience big musical performances from the safety of their own homes. We’ve created Grey Goose home delivery kits with on-trade partners to give them the feeling of luxury dining-out whilst dining-in. We even hosted Breezer Vivid Shuffles’ hip-hop finale as a hybrid model where online and on-ground merged seamlessly and excitingly together – with all the relevant safety measures in place. Moving forward, safety is still our number one priority, but we are committed to reignite marketing with innovative platforms, ideas, and partnerships that support our business goals.

How would you like to leverage your experience in your new assignment?