A transformative period for India’s rum scene is going on. Shifting from traditional to premium, the market now boasts innovative flavors and eco-friendly packaging. This change appeals to both young, experimental drinkers and quality-seeking traditionalists. Immersive experiences that combine rum with music, gourmet food, and crafted cocktails are growing in popularity,
On the occasion of Rum month which is July, Medianews4u.com caught up with Ashish Jha, brand lead BACARDÍ.
In 1862, in the city of Santiago de Cuba, founder Don Facundo Bacardí Massó revolutionised the spirits industry when he created a light-bodied rum with a particularly smooth taste – BACARDÍ. The unique taste of BACARDÍ rum inspired cocktail pioneers to invent some of the world’s most famous recipes including the BACARDÍ Mojito, the BACARDÍ Daiquiri, the BACARDÍ Cuba Libre, the BACARDÍ Piña Colada and the BACARDÍ El Presidente. BACARDÍ rum is the world’s most awarded spirit, with more than 1,000 awards for quality, taste and innovation. Today, BACARDÍ rum is made mainly in Puerto Rico where it is crafted to ensure the taste remains the same today as it did when it was first blended in 1862.
The BACARDÍ brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
Q. What are the trends that are reshaping India’s rum landscape? How is BACARDÍ Rum leveraging them?
In India’s evolving rum market, consumer trends are distinctly moving towards a preference for varied flavors and a desire to experiment with spirits as premium brands are entering the ecosystem. BACARDÍ has historically been at the forefront of introducing premium and innovative spirit options in the Indian alcobev segment. We closely listen to our consumers, which guides our offerings, from the introduction of our most-loved BACARDÍ Limón to our unique Ginger rum. Soon, we’re excited to expand our palette with the launch of a new flavour and continue to make the white rum segment more exciting.
By continuously innovating and responding to the domestic and international cues, BACARDÍ ensures that new flavors are not just introduced, but are crafted to meet the sophisticated tastes of our consumers. This strategy has positioned us well to capitalise on the trend of premiumisation, and the growing consumer interest in exploring new and diverse rum experiences.
Q. What activities is BACARDÍ doing during rum month with things like restaurant, pub, nightclub tie ups?
Rum Month is a key occasion for us to celebrate cocktail culture and BACARDÍ’s rich history with some of the most iconic cocktails like the Mojito, Daiquiri, and Pina Colada. In Rum Month 2024, we introduced the Pitcher Perfect drinking experience to bring people together to celebrate cocktails through curated BACARDÍ Pitchers of iconic cocktails, designed to be enjoyed together. We have worked with our trade partners and mixologists to prepare and promote delicious Pitcher Perfect cocktails across 400 outlets in key cities across India.
Q. Since traditional advertising is not allowed for alcohol, how important is experiential marketing? What is the brand’s strategy towards staying ahead of the curve? BACARDÍ keeps the consumer at the heart of what it does. What do they expect according to recent research done?
BACARDÍ is all about bringing people together for great experiences. Our strategy revolves around creating engaging immersive experiences that encourage people to come together and celebrate, rather than simply consuming our products. This approach means we are constantly on the lookout for consumer touchpoints to amplify and transform into memorable moments, aligning with their evolving preferences and lifestyles.
We extend this philosophy to every occasion, creating immersive experiences that resonate with our consumers and help them to express themselves freely. A prime example is CASA BACARDÍ Halloween, which allows us to tap into Halloween as an occasion to have conversations with our consumers and curate an immersive experience where they are free to express themselves without inhibition. With BACARDÍ being central to this experience, we are able to build a meaningful connection with our consumers.
There is no longer a typical consumer behaviour pattern; today’s consumers are vocal about their desires, seeking out unique and immersive experiences. BACARDÍ stays ahead of the curve by not only listening to but also anticipating consumer needs. We collaborate extensively with flavour houses to explore and understand emerging flavours that will resonate in the coming years, ensuring our innovations meet the future head-on. By doing so, BACARDÍ continues to lead with trends rather than follow, creating tailored experiences that celebrate every occasion and elevate the consumer journey with our brand.
Q. Is the key TG Gen Z?
Our goal at BACARDÍ is to cater to consumers across all age groups. Many of our innovations are also designed to engage with the next generation of rum consumers in India. We are seeing a growing following of youth and Gen Z consumers of legal drinking age, who are exploring rum as a spirit for the first time, and we are building to cater to their specific demands for flavored spirits, global cocktails, and experiential events that bring together rum with other sensorial offerings.
Q. Where is the whitespace for growth? Is it across the country?
The whitespace for growth in the market is primarily driven by the influx of new consumers who are eager to explore and experiment with flavors to find their unique preferences. This curiosity is leading to rapidly evolving tastes, as each new generation brings different preferences to the table, often eschewing set trends for more personalised drinking experiences. Premiumisation targets these discerning new consumers, who are increasingly making up a larger portion of our market as the population skews younger each year, with more individuals reaching legal drinking age.
Q. Music festivals are an important marketing avenue. What kinds of innovations does BACARDÍ do to amplify its presence?
Music is a pivotal element of BACARDÍ’s marketing strategy, as it resonates deeply with our core values of bringing people together and fostering meaningful connections. At BACARDÍ, we keenly observe trends that our consumers are passionate about, particularly in the types of cocktails that are currently trending. Leveraging this insight, we craft personalised experiences such as CASA BACARDÍ, where music and mixology converge to create vibrant, tailored atmospheres. This approach allows us to engage more deeply with consumers by offering them bespoke cocktail experiences that complement the thematic and musical elements, ensuring that every interaction with our brand is both unique and memorable.
Q. What on-ground events are in the pipeline this year like workshops, festivals etc?
This year, BACARDÍ will continue to host CASA BACARDÍ’s various properties throughout the year, maintaining a strong connection with our consumers and evolving with their tastes. Under the umbrella of CASA BACARDÍ, we feature the House of Moods, an immersive experience combining music, dance, art, and pop-up events tailored for tier-1 cities. Additionally, we extend our reach into tier-2 and tier-3 cities with CASA BACARDÍ On Tour, bringing live music performances by popular artists.
Each event is designed to reflect local preferences and trends, ensuring a unique and engaging experience. We also plan special activations like CASA BACARDÍ Halloween, which offer thematic and festive celebrations that resonate with our audience. Through these diverse events, BACARDÍ not only stays connected with its community but also reinforces its position as a dynamic and culturally attuned brand.
Q. Could you shed light on BACARDÍ’s digital outreach strategy? What does this entail?
BACARDÍ’s digital outreach strategy is centered around a content creator model, which prioritises authenticity and relevance. We carefully select creators who resonate with our brand values and have a genuine connection with their audience. This approach allows us to create content that is not only engaging but also tailored to the specific interests and preferences of consumers. We don’t merely view these creators as celebrities; instead, we see them as pivotal consumer touchpoints who can help us convey our brand’s message in a way that feels organic and relatable. By collaborating with these creators, BACARDÍ ensures that our digital content is impactful and aligns closely with both our brand ethos and our consumers’ expectations.
Q. When working with content creators what are the things BACARDÍ keeps in mind to ensure that it resonates?
BACARDÍ has had a large number of effective partnerships and associations with creators in India for our various campaigns and activations. We gauge our collaborators by their resonance with our key audience and their connections with their communities to amplify the BACARDÍ messaging. We also actively leverage various creators and their unique skills and formats to connect with special interests of our audiences and engage different sections of consumers.
We aim to partner with creators whose personal brand and style naturally align with our campaign themes. For example, during Halloween, self-expression is a significant theme, so we work closely with fashion creators. This collaboration allows them to showcase their unique styles in a way that resonates with the occasion, ensuring that the content not only aligns with BACARDÍ’s festive spirit but also genuinely engages the audience. By maintaining this focus on authenticity and relevance, BACARDÍ ensures that each collaboration effectively connects with our consumers and enhances their experience with our brand.
