Bacardi-Martini India, the 74:26 joint venture company between Bermuda-based Bacardi and Gemini Distilleries of Mysore, has recently entered into a marketing pact with the Scotland-based Grants to market fine whiskeys in the country.
The company will bring two of its brands Glen Fiddich (Single Malt) and Grants to the country. This is part of Bacardi's plans to bring all categories of liquors here.
Talking about the company's plans, Ashish Misra, marketing controller of Bacardi-Martini India said, " These are high level international brands. We have not thought of any particular strategy to market these whiskeys in India. But we are sure that we will market Grants' brands here in the same way as we did with other brands. This will also help Grants build their brand in India".
As per the pact, Bacardi will develop the market for Grants in the country. The company expects to launch and market the products in India by early next year.
Bacardi-Martini is keenly looking at bringing in other varieties of Bacardi in next one year. There are five to six variants of Bacardi such as Bacardi Limon, a lemon flavoured white rum, Bacardi 8, an eight-year-old dark rum, Bacardi Gold and Bacardi Select both of which are brown spirit rums, Bacardi Solera and Bacardi Breezers, which are ready to drink liquors with a rum base.
The total market size of the rum category is 68 million cases and Bacardi has only 2 per cent share of this market in the premium segment. The company is targeting a 15 per cent market share in the white spirit category and 5 per cent in the brown spirit category.
Bacardi-Martini feels that there is huge opportunity to develop the market for their brands.
Presently, Bacardi Carta Blanca is available in 36 cities across the country including Delhi, Mumbai, Bangalore, Calcutta, Hyderabad, Shillong, Goa. Bacardi Reserva is available in 29 cities in the country including Mumbai, Calcutta, Bangalore, Hyderabad and Delhi.
