INDIA: Bacardi convinces India to go "back to rum"

By Sarah Diston | 25 August 2000

Bacardi-Martini, the world's largest rum producer has launched an international 'back to rum movement' as it plans to build its marketshare in India.Ashish Mishra, marketing controller at Bacardi-Martini India told the Indian newspaper Economic Times: "Rum was the entry point for the young drinker. But after a certain age and as he got his first promotion, he moved on to other spirits. With our Bacardi Reserva premium aged rum, we are trying to target the consumer who has not forgotten those days."Weekend holiday packages called the Bacardi Reserva Weekend Trials are also being launched by the company, which wants to target "successful and fun-loving corporate executives" who do not have time for long annual holidays and prefer short breaks."Our customer is interested in short-term breaks. By offering him a value-added experience, we aim to create a stronger relationship with the brand. The company hopes to develop the weekend packages as a property that would establish a strong relationship with the consumer and build the brand," said Mishra.

just-drinks articles are only available to registered users and members.

Join now for increased access

There are various access options to choose from. All provide instant access to the latest news, insight and expert analysis.

If you’re already a member, login here.

Bacardi-Martini, the world's largest rum producer has launched an international 'back to rum movement' as it plans to build its marketshare in India.Ashish Mishra, marketing controller at Bacardi-Martini India told the Indian newspaper Economic Times: "Rum was the entry point for the young drinker. But after a certain age and as he got his first promotion, he moved on to other spirits. With our Bacardi Reserva premium aged rum, we are trying to target the consumer who has not forgotten those days."Weekend holiday packages called the Bacardi Reserva Weekend Trials are also being launched by the company, which wants to target "successful and fun-loving corporate executives" who do not have time for long annual holidays and prefer short breaks."Our customer is interested in short-term breaks. By offering him a value-added experience, we aim to create a stronger relationship with the brand. The company hopes to develop the weekend packages as a property that would establish a strong relationship with the consumer and build the brand," said Mishra.

  • Unlimited access to all the latest global beverage news and insight
  • Expert analysis that puts the news into context
  • Exclusive interviews with leading industry figures
  • Monthly management briefings with detailed analysis on hot topics
  • Personalised RSS feeds and email newsletters
  • 10-year archive of news, insight and intelligence
  • Discounts on just-drinks market research
  • Plus much more

If you’re already a member, login here

Not what you were looking for?

Search just-drinks:

More articles related to this one

BERMUDA: Bacardi elects new chairman
The board of directors of Bacardi Limited have completed the company's chairman succession plan by electing Facundo L. Bacardi chairman of the board effective immediately.

PUERTO RICO: Pollution warning for Bacardi
Spirits producer Bacardi has been ordered by the US Environmental Protection Agency (EPA) to comply with the Clean Water Act with regard to waste water discharges into the Atlantic Ocean from its distillery in Catano, Puerto Rico.

UK: Pernod chases Bacardi figures – report
Pernod Ricard is pushing the Office of Fair Trading (OFT) to release more info about one of its competitors, according to press reports.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page