Bacardi expands in India

Bacardi expands in India

Bacardi-Martini India has launched its Superior Rum and Eristoff vodka in the Indian state of Tamil Nadu, a market tightly controlled by the Government.

The Bermuda-based spirits group is the first international brand to launch in this market through a local partner, SNJ Distilleries, as is required by state policy.

Bacardi India's CEO, Mahesh Madhavan, said: “For us it’s a big breakthrough, coming after 12 years of being here in India.” Tamil Nadu is predominantly a brandy and beer market.

“Our presence is important and consumers here are familiar with international brands due to exposure to South-East Asian markets,” Madhavan told just-drinks today (14 January). He declined to give a volume target in he state.

“The association with a prestigious brand like Bacardi makes us certain of a successful and long-term relationship”, said SN Jayamurugan, chairman & MD of SNJ Distilleries, which will supply the spirits to a state-owned marketing agency for sale.