In an attempt to boost growth and improve market share, Cuban rum maker Bacardi has introduced its portfolio of global whiskies in India. Bacardi India, which mainly sells varieties of Bacardi rum and Bacardi Breezer, has introduced new premium-quality variants of its Dewar’s whisky in India.
Historically, Bacardi is present in the rum category in India, but now the company has launched all premium versions of Dewar’s whisky including Dewar’s 12-year-old, Dewar’s 15-year-old and Dewar’s 18-year-old. These will be distributed all across India. The brand also has William Lawson’s as the entry-level scotch and a single malt called Aberfeldy.
Bacardi India might consider getting in more brands from its global whisky portfolio after mapping the performance of these brands. Some of these include Irish whiskey Teeling, rye whiskey Angel’s Envy, and premium single malt Craigellachie.
Through this new category, Bacardi wants to strengthen its market positioning in India. The company has closed the financial year 2016 with sales worth Rs. 474.71 crore, up 12.83%, as per the latest available documents with the Registrar of Companies. Bacardi India’s share of the Indian spirits market stands at 0.4% by volume, as per data from market research firm Euromonitor.
The whisky market in India has grown 30.68% between 2011 and 2016 to Rs1.24 trillion by value, as per data from market research firm GlobalData.
According to senior company officials, Bacardi has been growing exceptionally well riding on its rum portfolio. Last year the brand crossed 1 million cases. Hence the premium segment in rums is growing very fast.
In fact Bacardi’s strategy to sell more premium whisky seems to be an obvious sign that the rum giant is changing strategy to serve Indian consumer trends better.