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Bacardi outsells world

brands in India

fnbworld bureau/New Delhi

The US-based liquor giant Bacardi marked its foray into India as Bacardi-Martini India Ltd in March 1998 with the launch of its white rum Bacardi Carta Blanca. The brand has since become the largest selling international spirits brand in the country and has virtually single-handedly grown the premium white spirits market.

About a year-and-a-half later, in October 1999, the company further expanded its product portfolio in the Indian market and entered into the dark rum segment with the launch of its premium dark rum, Bacardi Reserva. Both the brands garnered a substantial share of the Indian premium spirits market. In May 2001, continuing its commitment of offering the best portfolio of brands, Bacardi presented another internationally celebrated brand, Bacardi Limon in the Indian market.

Bacardi-Martini India Ltd is the Indian subsidiary of Bermuda-based Bacardi-Limited. It is a 74:26 joint venture with the US parent and Mysore-based Gemini Distilleries. Bacardi Carta Blanca is available in 36 different markets across India including Delhi, Mumbai, Bangalore, Calcutta, Hyderabad, Shillong, Goa among others. Bacardi Reserva is available in 29 markets across the country including Mumbai, Calcutta, Bangalore, Hyderabad and Delhi. Bacardi Limon is presently available in Mumbai, Bangalore & Calcutta.

Bacardi-Martini India Ltd has also entered into a marketing alliance with William Grant & Sons to market it popular scotch whiskies, William Grant’s Family Reserve and Glenfiddich Single Malt in the Indian market.

Marketing ‘Spirit’
Bacardi is always envisaged as a pioneer in bringing forth well-planned marketing initiatives in the liquor industry. One of the keys to the brands’ success has been effective and consistent ways of high quality marketing of its products.
Its Indian entry has been marked by aggressive marketing and advertising activities which included promotions at regular intervals to induce trials and educate new consumers about the white rum at bars, pubs among other on premise channels.

One of the company’s major marketing successes has been its association with music and music-based programmes such as the Bacardi Blast series aired on a popular music channel in 1998. This was taken ahead in 1999 through the Bacardi Blast –Millennium Meltdown parties held in five cities and launch of a series of music albums with the same name. Bacardi Blast became Bacardi-Martini India’s long-standing properties, which has successfully established the company’s popular white rum Bacardi Carta Blanca as a vibrant, young and exciting brand in the Indian market.

Another unique initiative of the company was ‘Bacardi with Friends Promotions’ which ran in leading pubs and bars of major metros across the country in line with its central theme of Bacardi & Friends reflected in its commercials. This thematic thread was later extended to sponsorship of the popular serial `Friends’ on Starworld. In another extension of the same theme, Bacardi & Friends took shape as the most happening parties in cities by bringing friends together to party at famous pubs and discos of that city.

Bacardi-Martini India Ltd. has rolled out their latest brand property Bacardi Nightshift. The event is a specially designed post work party aimed at professional communities. Each party will witness crowd from a particular industry such as Advertising, Banking etc. to unwind after a days work. The concept of the Bacardi Nightshift is the extension of company’s new positioning plank of “work hard and play hard”.

In keeping with the spirit of its Latin American origins, the company’s premium dark rum Bacardi Reserva’s launch coincided with a Salsa dance festival conducted by Congresso Bacardi De La Salsa, specially flown in from Latin America, which performed in major cities in the country. The cities included Mumbai, Bangalore, Goa, Calcutta, Delhi and Gurgaon.
The launch of Bacardi Limon is marked with a series of high profile parties and fashion events in various cities to highlight the essence of the brand. Manish Arora, India’s leading fashion designer showcases his interpretation of Bacardi Limon in a unique fashion event with large number of nation’s top models gathering together for an exclusive fashion show to be held at various cities. The product is promoted through peerless and effective promotions to reinforce the contemporary and stylish image of the product.

Portfolio of Products
The Company's Product portfolio in India includes three premium brands - Bacardi Carta Blanca, Bacardi Reserva & Bacardi Limon.

The most original and highly mixable brand Bacardi Carta Blanca is Charcoal filtered and is essentially filtered for at least two years in oak barrel. After ageing, it is again charcoal filtered, resulting in a uniquely subtle rum that is clear in colour, light in body and dry in flavour.

Bacardi Reserva is a blend of the premium rums aged in charred oak barrels and charcoal filtered to give it a distinctive aroma and smooth taste. It comes in an attractive bottle with its founder Don Facundo Bacardi's image embossed on the label.

Bacardi Limon is Original citrus rum. It has a refreshing taste with a twist of lime, and is best enjoyed as a chilled shot, on the rocks, with Tonic water or soda. It is the choice of those consumers who associate with high image brands and appreciate the good things in life.

Headquartered in Hamilton, Bermuda, Bacardi Limited is a privately held family-owned company and produces and markets a wide range of internationally recognised spirits and wine. It operates manufacturing and bottling facilities around the world including nine distilleries in Bahamas, Brazil, Canada, Mexico, Panama, Puerto Rico, Spain, Trinidad and Nanjangud, Mysore, India.

In 1993, Bacardi expanded its empire by acquiring Martini & Rossi, making it one of the top five distilled spirits companies in the world. Bacardi was founded in 1862 in Santiago, Cuba when Don Facundo Bacardi achieved a breakthrough that enabled him to create a light and smooth spirit that has become world renowned as Bacardi Rum. Visit www.bacardi.com for more insights into the company.

Other Products

1. RTD – Bacardi Breezer
2. Single Malt – Glenfiddich
3. Scotch - Grants

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