The rules of the game are changing fast
Premium alcoholic beverage is a lifestyle, not just a drink. It signifies a shift to a better way of living, drinking and socialising. India continues to be a whisky-dominated geography but with so many other options entering the market, there is potential for the needle to shift, says Roopak Chaturvedi, Director – Sales, Bacardi India.
India’s GDP continues to grow and the increased disposable income among Indian consumers is fuelling trading-up across spirits categories. The increase in purchasing power in the country has also allowed consumers to become more explorative and they now seek enhanced experiences. As market leaders in premium spirits, Bacardi aims to excite new-age consumers through the diversity and quality of their premium portfolio. “We have category leadership in international premium vodka and gin with Grey Goose and Bombay Sapphire, respectively. We continue to premiumise our portfolio across categories with the introduction of our Dewar’s blended Scotch premium variants and single malts; Aberfeldy 12 and 21, and will also be bringing in Craigellachie 13 and Aultmore 12 this year,” reveals Roopak Chaturvedi, Director, Sales, Bacardi India. “Rum is one of our last categories to experience premiumisation. Furthering its position as a market leader in India in international rums, Bacardi India is focused on delivering an enhanced consumption experience to inspire quality and experience conscious consumers,” he says. They have recently introduced the Bacardi Reserva Ocho to the Indian market. Created in 1862, it is one of the oldest private rum blends in the world, and the Bacardi family has enjoyed it as their personal reserve for seven generations. When asked what premium brands mean to their market, he says, “it augurs well for us, given our global leadership in rum and ownership of the most awarded whisky portfolio. With an increase in urban dual-income families, demand is only growing in our country that is already among the world’s top alcohol consuming markets. According to a report by Euromonitor International, India’s spirits sector, which includes whisky, brandy, rum and vodka, is estimated to expand by 25 percent to 2.92 trillion rupees ($41 billion) by 2022.”
