BACARDÍ’s ‘Made-in-India’ journey has just begun with the launch Legacy
BACARDÍ India has announced that it is foraying into the Indian-made whisky segment with the launch of ‘Legacy’, the alco-bev giant’s first-ever made-in-India whisky innovation. India is one of the fastest growing markets for BACARDÍ globally, and the organization is rapidly investing behind its strategic and ambitious vision for the market. The new brown-spirit - Legacy - which truly embodies the culture and passion of India, has been introduced across shelves in Maharashtra, Telangana and Uttar Pradesh, with plans to expand into other states in the future.
Legacy has been crafted with select Indian grains and is currently the only premium Indian whisky, in the brand’s stable. It has a one-of-a-kind blend that combines Indian and Scottish malts with Indian grains. A rich blend layered with subtle peaty notes, fruity notes, and undertones of toasted oaks with a whiff of spice and a delicate vanillic smoky finish, BACARDÍ has created an impeccably smooth yet perfectly balanced whisky for the Indian consumer.
Elated to launch another product innovation, Sanjit Singh Randhawa, Managing Director, BACARDÍ India, said, “Consumers are at the heart of everything we do at BACARDÍ, and in line with this, we continue to focus on innovating our offerings to best serve them. BACARDÍ 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 #1 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 alcoholic beverage markets globally, with an estimated market size of $52.5 billion in 2020. The market is expected to grow at a CAGR of 6.8% between 2020 and 2023 (ICRIER 2022). Furthermore, the Indian whisky category is expected to continue to drive the Indian market forward, with annual sales of Indian whisky expected to exceed 250m 9LC by 2026. (IWSR 2021). Further strengthening its brown spirits portfolio in the country, BACARDÍ India’s innovation will help the company tap into the large consumer base looking to pivot to better options in the premium whisky segment.
Ayaesha Gooptu, Category Head, Domestic Browns, BACARDÍ India, underlined the behavioural shift amongst new-age consumers and the lack of premium options as the reason for the brand to foray into the segment. She said “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.”
The brand’s first-ever Indian-made whisky will be launched in 3 sizes (750ml, 375ml, and 180ml). After the first phase of the launch, the product will expand its presence across Karnataka, Delhi, Punjab, Odisha, West Bengal, and Rajasthan, as India continues to remain one of Bacardi’s top priority markets worldwide.
After foraying into the brown spirits segment with Good Man brandy earlier this year, BACARDÍ India’s newest addition, Legacy, aims to further strengthen the company’s growth strategy in the Indian market and create a value price segment for its consumers.
Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines. The Bacardi Limited brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, GREY GOOSE® vodka, PATRÓN® tequila, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S® Scotch whisky, ST-GERMAIN® elderflower liqueur, and ERISTOFF® vodka. Founded more than 158 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs more than 7,000, operates production facilities in 11 countries, and sells its brands in more than 170 countries. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
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