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Not content with ‘taking things the way they come’, Bacardi sips on brown spirits to stay high

Bacardi entered India in 1998 and has established itself as the market leader in white rum in two decades. However, 2020 seems to be a year of experimentation for the company, as it chooses to enter the whiskey market. Is this strategic shift only a natural business extension, or is there more to it than meets the eye?
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shaboridas
26 Feb 2020 6 Mins Read 0 comment
A range of Bacardi rums; Bacardi via Facebook
A range of Bacardi rums; Bacardi via Facebook
“Taking things the way they come, Nothing is as nice as finding paradise…” Many Indians who enjoyed listening to the radio and watching television in the ’90s would probably hum along complete the above lines from the popular Bacardi song, reminiscing about their first rum cocktail. That’s the level of brand association Bacardi
itself in brown spirits in the country is a big part of its future vision. Although Bacardi does not share its white-versus-brown portfolio percentage in terms of sales, the company is definitely looking to reduce its dependency on white rum and gin and go for one brown-spirit brand at a time. ( Graphics by Sadhana Saxena)
“Taking things the way they come, Nothing is as nice as finding paradise…” Many Indians who enjoyed listening to the radio and watching television in the ’90s would probably hum along complete the above lines from the popular Bacardi song, reminiscing about their first rum cocktail. That’s the level of brand association Bacardi itself in brown spirits in the country is a big part of its future vision. Although Bacardi does not share its white-versus-brown portfolio percentage in terms of sales, the company is definitely looking to reduce its dependency on white rum and gin and go for one brown-spirit brand at a time. ( Graphics by Sadhana Saxena)

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