Bacardi enters Indian whisky category – The Spirits Business

Bermuda-based Bacardi has made its first foray into Indian whisky with the launch of a new blend, called Legacy.

Legacy is said to symbolise the ‘culture and passion’ of India

The new brand is described as Bacardi’s first ‘made-in-India whisky innovation’ and the only premium Indian whisky in the company’s portfolio.

The launch of Legacy aims to further strengthen Bacardi’s growth strategy in India and create a value price segment for its consumers, the company said.

Bacardi said India is one of its fastest-growing markets, with the company ‘rapidly investing behind its strategic and ambitious vision’ for the country.

Legacy, which is said to symbolise the ‘culture and passion’ of India, has been made with select Indian grains, and combines Indian and Scottish malt whiskies.

The resulting liquid offers subtle peaty notes, fruity notes, and undertones of toasted oaks and a ‘delicate vanilla smoky’ finish.

Sanjit Singh Randhawa, managing director, Bacardi India, said: “Consumers are at the heart of everything we do at Bacardi India, and in line with this, we continue to focus on innovating our offerings to best serve them.

“Bacardi holds an undisputed ‘legacy’ in the white spirits segment in India. Now, we aim to win big in the high-growth Indian-made whisky category as well.

“India presents an exciting growth opportunity for us, as it is the number-one market globally for whisky, and our first-ever ‘made-in-India’ whisky, Legacy, will enable us to scale operations nationally as we continue to grow the brand manifold by the end of this decade.”

India is one of the fastest-growing markets for alcohol globally, with an estimated size of $52.5 billion in 2020, Bacardi said. The market is expected to rise by a compound annual growth rate (CAGR) of 6.8% between 2020 and 2023 (ICRIER 2022).

IWSR 2021 figures cited by Bacardi estimates that the Indian whisky category could exceed 250 million nine-litre cases by 2026.

Ayaesha Gooptu, category head, domestic browns, Bacardi India, added: “With its distinctively Indian taste and positioning, our newest innovation Legacy will aid our efforts in enhancing our diverse portfolio of offerings.

“Catering to a large audience of whisky lovers in the country, Legacy is truly made in India and made for India. Legacy aims to connect with consumers who are trying to ‘build their own legacy, in their own way’, and that’s what the brand will stand for.”

Legacy will launch in three formats: 750ml, 375ml, and 180ml. It will be available on shelves in Maharashtra, Telangana and Uttar Pradesh initially.

Following the first phase of the launch, the whisky will be sold in Karnataka, Delhi, Punjab, Odisha, West Bengal, and Rajasthan.

Bacardi moved into the brown spirits segment in India with the launch of its Good Man brandy earlier this year.

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