Bacardi, a global leader in spirits, is putting a strong focus on India as a major growth market. Although Bacardi is traditionally known for its rum, the company has expanded its offerings in India with various whiskies like Dewar’s, William Lawson, and Aberfeldy. Over the past few years, Bacardi’s rum business in India has seen remarkable growth, and the company has also introduced new products, such as a small-batch Irish whiskey from Teeling and their first “Made-in-India” whisky, Legacy.
In an interview, Bacardi India’s Managing Director, Vinay Golikeri, discussed the booming demand for cocktails, the rising popularity of super-premium tequilas, and the company’s future whisky plans in India.
Driving Growth in India
Bacardi’s rum business has been thriving, thanks to India’s growing market and an increase in affluent households. The number of wealthy households is expected to rise significantly in the coming years, and more people are reaching legal drinking age every year. The Indian spirits market is growing at nearly 39% annually, far outpacing the global average of 8%. Bacardi has also introduced flavors like Bacardi Ginger and Mango Chilli, designed for the Indian taste, contributing to this growth.
Rum Trends and Innovation
In recent years, Bacardi has noticed a trend of people drinking less but opting for better-quality spirits. This shift has boosted the demand for their premium dark rums, like Bacardi Reserva. Additionally, Bacardi plans to introduce the super-premium Santa Teresa rum from Venezuela. Golikeri also highlighted India’s cocktail culture, with bars becoming more innovative, helping to fuel rum sales.
Whisky Expansion
Whisky is set to be a major growth driver for Bacardi in India. The company recently launched Teeling Irish whiskey in India, tailored specifically for the local market. Irish whiskey is growing rapidly, and Bacardi is capitalizing on that by offering premium options like the Dewar’s 12- and 15-year-old expressions, as well as a rare 36-year-old Dewar’s bottle priced at ₹4.5 lakh. Bacardi is also promoting its single malts, Aberfeldy and Royal Brackla, in India.
As for an Indian single malt, Golikeri mentioned that Bacardi is watching the space closely, given the recent surge of interest in local single malts.
Tequila’s Growing Popularity
While tequila still makes up a small portion of India’s spirits market, its growth has been impressive. Bacardi’s premium tequila brand, Patron, has seen significant success, especially in the ₹20,000+ price range. Bacardi recently launched Patron El Cielo, which sold out quickly, and is now rolling out a new version called El Alto. However, Golikeri emphasized that despite tequila’s growth, India remains a whisky-centric market, and Bacardi is focused on strengthening its position in the premium whisky segment.
India as a Key Market
Bacardi’s commitment to India is clear. Since 2020, the company has increased its manufacturing investments in the country by over 60%. Golikeri stressed that India is a crucial market for Bacardi’s global strategy, and the company is betting big on its future success here.
