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Along with those who have remained loyal to rum, the new-age consumers are now moving up the ladder on price points to enjoy different tastes and preferences, as for example, coffee rum. Raju Vaziraney, Advising President, India Glycols and Adviser, Amrut Distilleries, shares is views on this shifting scenario.
As industry veterans rightly point out, rum consumers in India are increasing, particularly amongst the young population, thanks to the different core values that various rum brands offer. It is a given fact that rum consumers are very loyal unlike other brand categories, and this can be gleaned from markets of Mumbai, Kolkata, Tamil Nadu and Kerala, where certain rum brands command huge loyalty. Meanwhile, the entry of premium and luxury rum brands in India has altered consumer expectations. Rum enthusiasts are not shying away to shell out more to enjoy different tastes and preferences.
Staying Attuned
Considering this evolving scenario, India Glycols Limited (IGL) has been able to address competition by offering volume and value brands. For instance, IGL’s Beach House Rum is a decade-old spirit which is quite popular in Delhi, Uttarakhand, Canteen Stores Department (CSD), para-military, etc. The brand is at a prestige price point and is made out of high-quality extra-neutral alcohol (ENA).
Further, as the name suggests, Zumba Spiced Rum is aimed at young and trendy consumers. The brand offers a distinctive spiced flavour which makes it a sought-after, particularly in North India. It is available in a contemporary sleek bottle with a label in bright colours.
Another brand is Amrut’s Old Port Rum which is on long-term royalty to IGL. According to sources, the premium price point brand is amongst the top 10 brands of rum in the world selling over two million cases per year. “All the three rums complement each other, being in different price points, offering different brand attributes, and emotional and functional benefits to the consumers,” informs Raju.
New launches
With the recent partnership with Amrut Distilleries, Raju Vaziraney says, the initial attempt will be to make Amrut’s Old Port Rum successful. The company will then try to get Two Indies Jaggery Rum to cater to Indian consumers. Amrut’s very limited edition and ultra-premium Bella Rum is the most sought- after in the ultra-premium segment being launched by Amrut Bengaluru.
Dark or White?
The debate between dark and white rums continues globally. In Raju’s opinion, the dark rum aficionados are very loyal who will not shift. Hence, a white rum consumer is a new recruit who wants to try new variants of rum. “Female consumers, particularly like white rums,” he adds. IGL’s Zumba rum caters to this consumer base, with Zumba being the biggest wellness programme, particularly amongst women.
As consumer preferences evolve, there is an increasing demand for diversification in taste profiles such as coffee and citrus-flavoured rums which offer a refreshing taste to consumers. The Zumba Lemoni Citrus Rum and Beach House are examples of such rums that offer huge potential in a tropical country like India.
With this, concerns regarding positioning of flavoured rums in India pop up, especially when tequila and gin are gaining popularity in India. However, Raju says, the consumers of citrus or coffee rum are entirely different from the ones preferring gin or tequila, which are premium niche consumers. “And as far as traditional brands and new-age rums are concerned, both will co- exist,” he adds.