Bacardi Doubles Down on India with Big Investments & Growth
Bacardi, the world’s largest privately held spirits company, is going all in on India, significantly increasing its investments as it eyes exponential growth in one of its top-five global markets. With a booming economy, a rapidly expanding base of young consumers, and a flourishing cocktail culture, India is becoming a major priority for Bacardi, second only to Mexico among emerging markets.
Massive Investment & Rapid Growth
Since 2019, Bacardi has doubled its business in India, and there’s no slowing down. Vinay Golikeri, Managing Director of Bacardi India and neighboring countries, revealed that the company has increased its investments by 60% in manufacturing, marketing, and distribution. By 2029, Bacardi is on track to achieve a staggering 5X business growth in the country.
To support this expansion, Bacardi operates its own plant in Nanjangud, Mysuru, Karnataka, along with 10 co-packers across India. Golikeri confirmed that as India’s premium liquor demand surges, Bacardi will further expand its manufacturing footprint.
Premiumisation: The Winning Strategy
Unlike many liquor giants competing in the mid-market price segment (Rs 700-900 per quart), Bacardi is steering clear of the mass market. Instead, the company is focusing on premium and ultra-premium segments, with pricing that starts from Rs 1,500-1,600 per quart.
“India is seeing a shift towards premiumisation as affluence rises. With nearly 20 million new consumers entering the legal drinking age annually and the upper-middle-class segment expected to surge from 70 million to 170 million by 2030, demand for high-quality liquor is only going to rise,” Golikeri stated.
Exciting New Launches & Brand Expansions
Bacardi has already made a splash with the recent launches of several high-end labels in India:
- Legacy – a made-in-India whisky label
- Teeling – premium Irish whisky
- Patron El Cielo – luxury tequila
- Grey Goose Altius – an ultra-premium vodka variant
The second half of 2025 will see Bacardi bringing even more global brands and variants to the Indian market, ensuring consumers have access to top-notch spirits.
Power Moves in Marketing & Promotions
To strengthen its hold on the premium segment, Bacardi is pulling out all the stops in marketing. The brand is:
- Partnering with top bars and pubs across major cities
- Increasing brand visibility in premium liquor stores
- Hosting Casa Bacardi, its own music festival, to engage young consumers
Bacardi’s iconic Bacardi Breezer/Bacardi Plus range continues to dominate the ready-to-drink category, offering refreshing pre-mixed drinks at Rs 150-160 for 275-ml bottles.
Interesting Read
India: A Long-Term Bet for Bacardi
Bacardi’s aggressive expansion in India is a clear indication of its long-term vision for the market. With economic growth, a young population, and an evolving drinking culture, India is set to be a global powerhouse for premium spirits. And Bacardi is making sure it’s leading the charge.
