Bacardi India, which opened shop in 1998 has largely sold Bacardi white, dark and flavoured rum and the famous alco-pop, Breezer, however the winds of change are beginning to sweep the company's India operations. Riding on its premium-yet-fun image and its wildly popular jingle, the brand quickly marked a strong corner for itself in the country.
Nearly two decades later, the world’s largest privately-held spirits firm with the largest international spirits portfolio in India (by volume), is looking to leverage its portfolio strength to grow its market share further, points out Mr. Sanjit Singh Randhawa, Managing Director of India & South East Asia. By international brands I mean those brands that are available in multiple countries with sizeable volumes, he adds.
Breezer, too, has an international presence and is available in Canada, Thailand, Philippines, South Africa and Europe, explains Sanjit. In India, Bacardi has had a tremendous success that he attributes to his predecessors who built the brand when the RTD category was inexistent and there were no excise rules laid down for the category either. The company representatives would travel to each state and get the policy and regulation compliance in place before marketing Breezer across geographies. Goa was the first to permit RTDs. Today, Bacardi has a 94% market share in the RTD market. Yet, competition makes it more interesting, asserts Sanjit. The competition has not had much success with RTD. As a category creator, Breezer has been consistent in leading innovations with new flavour launches and sustaining the product quality, selling nearly 3 million cases.
In the white spirits market again, Bacardi enjoys the lead having introduced white rums to India. Bacardi White and Flavoured rums have done well, collectively selling 1.4 million cases.
Denne historien er fra December 2019-utgaven av Ambrosia.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra December 2019-utgaven av Ambrosia.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
E-commerce In Alcohol Is The New Route To Market Strategy
Post Covid e-commerce could help the industry out of a crisis. But in the new normal the growth rate may not be high. A report.
Processes for alcohol-free beer production: A review
Carlos MULLER1 Luis Eduardo NEVES1 Luciana GOMES1 Munique GUIMARÃES1 Grace GHESTI1 * http://orcid.org/0000-0003-1043-5748
The US and China offer resilience and opportunity for drinks groups
Strong performances in China and the US have shielded multinational drinks companies from the fallout of Covid-19 in recent months. IWSR examines the reasons why.
Increasing demand for nostalgic flavours in drinks
Nostalgic flavours such as peanut butter, lemonade and chocolate have become increasingly popular during the pandemic. IWSR looks at how the trend is manifesting in different beverage categories.
‘80% of the International Awards won by Indian wines are from Karnataka'
The Wine market in India is still in its infancy but is growing at a much faster rate as compared to any other category/ segment. Grover Zampa, the second biggest manufacturer of Wines in India has been on a spending spree acquiring wineries in India to increase their presence in the market. In an interview with Ambrosia, Ravi Vishwanathan, Chairman, Grover Zampa Vineyards speaks about his investments, the Indian market and the possibilities for the future. Excerpts:
Trends in alcohol consumption in Europe continue their positive course
Over recent months, we have seen very welcome findings on drinking behaviours released by leading health authorities across Europe, particularly with regards to the decline in underage drinking. This contrasts sharply with misleading coverage which often suggests that overall consumption is dangerously on the increase, in particular since the pandemic started, writes spirits Europe Director General Ulrich Adam.
Pernod Ricard and Brown Forman Merger Speculation
As speculation mounts about the strategic merger between Pernod Ricard & Brown & Forman, we look at the far reaching consequences of the deal.
Glasgow Whisky announces distillery purchase to expand global business
The company is expanding its wings with an environmentally sustainable and energy efficient distillery
Excise revenues save the day for Maharashtra and Karnataka
The pandemic has not much changed consumption levels of liquor in Maharashtra, though the excise department may fall short of the excise revenue target of ₹19,225 crores for 2020-21. Home delivery of liquor in Maharashtra has done exceedingly well as it has earned almost equal revenue for the State as compared to last year.
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.
