As the festive season sparks optimism and economic energy, businesses are stepping up their efforts to stand out in a crowded market. Marketing strategies are evolving to keep pace, with companies blending online and in-store tactics for a seamless consumer experience. Bacardi, a leading player in the alcoholic beverages industry, is riding this festive wave by launching new products and immersive marketing campaigns tailored to evolving consumer preferences.
In an interview with Adgully, Mahesh Kanchan, Marketing Director for India and Neighboring Countries at Bacardi, shared insights on the company’s consumer-first approach this season. He discussed the launch of Legacy Premium Whisky—India’s first premium whisky made locally—festive packaging inspired by regional art, and a series of creative campaigns aimed at strengthening brand loyalty and delivering memorable experiences.
Kanchan highlighted a noticeable shift this festive season towards premium, high-quality offerings. Consumers, he said, are eager to explore new flavours and enjoy experiences that bring people together. As India celebrates its holidays, this trend for elevated, shared experiences is expected to grow.
“At Bacardi, we’re in a prime position to lead this festive shift,” Kanchan explained. “We have a diverse portfolio that resonates with India’s love for innovation and nostalgia. As cocktail culture thrives and premium bars become the heart of celebrations, our brands—like DEWAR’S, PATRÓN, and BACARDÍ Carta Blanca—remain popular, while new products like DEWAR’S Whisky Highballs, tequila-based Picante cocktails, and the bold BACARDÍ Mango Chilli and BREEZER Mango Peach cater to adventurous tastes. We’re also excited to introduce LEGACY, our first made-in-India premium whisky, at just the right time for India’s festive season.”
Bacardi has also created special festive packaging for LEGACY to celebrate India’s cultural richness. The packs, inspired by traditional Indian art forms such as Nakshi Kantha (East), Kalamkari (South), Jaali Work (North), and Warli Art (West), offer a unique, culturally resonant experience. Kanchan also mentioned limited-edition festive packs for DEWAR’S 12 YO, 15 YO, and White Label editions, designed to align with the season’s celebratory spirit.
In addition, Bacardi’s BOMBAY SAPPHIRE brand launched a creative campaign called ‘Saw This, Made This’, which celebrates self-expression through mixology. The campaign invited mixologists to create cocktails inspired by iconic Indian monuments, empowering consumers to explore their creativity. The second phase of this campaign will focus on Diwali, encouraging bartenders to craft cocktails inspired by the festival of lights.
Looking ahead, Bacardi is also tapping into India’s love for music, with a collaboration for Bryan Adams’ upcoming seven-city India tour. Kanchan noted that these campaigns, designed to amplify the festive spirit, are meant to connect with consumers and celebrate the deeper stories behind India’s celebrations.
Kanchan also emphasized the power of experiential marketing in building lasting brand connections. Citing recent studies, he pointed out that such marketing strategies can boost purchase intent by 30% and increase brand loyalty for up to 40% of consumers. This is particularly important during festive seasons, when social gatherings and themed experiences are in high demand. Bacardi’s ability to create engaging, interactive experiences is key to staying top-of-mind with consumers during key celebrations.
When asked about how Bacardi stays attuned to changing consumer preferences, Kanchan explained that the company is always listening to feedback and adapting its products and strategies accordingly. “At Bacardi, our goal is to be the world’s leading catalyst for unforgettable experiences,” he said. “Our core values—‘Fearless, Family, and Founder’s Mentality’—keep us agile and focused on delivering what matters most to today’s consumers.”
Kanchan concluded by noting that Legacy Premium Whisky was crafted with deep consumer insight in mind, combining the best of Scotch malts and Indian grain whisky to deliver a smooth, distinctive taste. Similarly, BACARDÍ Mango Chili was developed to cater to Indian consumers’ preference for bold, sweet, and spicy flavours.
Overall, Bacardi’s strategy this festive season focuses on delivering premium, culturally relevant offerings while creating memorable experiences that foster deeper connections with consumers.
