INDIA: Bacardi Martini to ramp up marketing

Most popular

The just-drinks analyst returns

Heineken must cut costs to aid recovery - analysis

How COVID has accelerated the sobriety trend

Interview - Treasury CEO Mike Clarke - Part II

The just-drinks analyst returns


Bacardi Martini India is planning a new marketing drive across its brands, in order to capitalise on the country's growing thirst for premium spirits.

Group marketing head Gautam Gangoli told just-drinks yesterday (13 October): "All our brands present in the country are in the premium segment that is growing fast. We will be investing in marketing these brands further and we have a big budget for this right now."

He did not disclose the size of the budget.

Last year, Bacardi Martini India (BMI), which is 76% owned by the Bermuda-based drinks group, launched Eristoff Grey Goose and 42 Below. It is now considering introducing flavored varieties, and is targeting 25% growth for the brands this year.

The country's premium vodka segment is around 500,000 cases annually with a growth rate of 46% with the last five years, according to Gangoli.

He said that said BMI has not yet spent as much on marketing in India as it has in other countries, and the new campaign is expected to be big, flashy and long-term.

Bacardi Global Brands CEO Stella David said: "Our focus is to be the number one spirits brand, but it will take some time and more investment."

BMI's minority stakeholder is Gemini Distilleries.

Sectors: Spirits

Companies: Bacardi Ltd, Eristoff

Related Content

"We have more ideas on the table than the capability to handle them" - just-drinks speaks to Marco M...

"Drinking has its taboo side in India, but that's changing" - just-drinks speaks to William Grant & ...

Bacardi's Bacardi Gran Reserva Diez - Product Launch

Bacardi's Bacardi Gran Reserva Diez - Product Launch...

Stillhouse Spirits Co goes up against Bacardi in legal row

Stillhouse Spirits Co goes up against Bacardi in legal row...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..

Forgot your password?