In the ever-changing dance floor of spirits, whiskey struts its stuff, its magnetic charm grooving stronger with every beat. Amidst the swirl of trends and tastes, Bacardi, with its astute understanding of the market and unwavering commitment to excellence, emerges as a frontrunner, navigating the currents of change with finesse. At the helm of this spirited voyage is Vinay Golikeri, Managing Director, Bacardi India & Neighboring Countries, whose insights illuminate the brand's trajectory in the premium whiskey domain.

Navigating the Premiumization Tide

"Whiskey isn't just a drink; it's an experience," Golikeri asserted, reflecting on the global trend of premiumization that has gripped the whiskey lovers. Bacardi, he noted, stood poised to embrace this shift, aligning its strategies with the evolving preferences of consumers. "We've observed a discernible pattern," he emphasized, "where modern consumers seek quality over quantity, a premium experience over mere indulgence."

According to Golikeri, the trend towards premiumization within the whisky segment has been prevalent since 2021 and mirrors the evolved tastes of the new age whisky consumers. This shift was driven by two dominant consumer trends. “Firstly, new age consumers are looking to drink less but drink better, consequently favoring premium whisky selections. This is reflected in recent market milestones, such as India’s growth into the largest global market for Scotch whisky in 2023 - signaling a growing demand for aspirational drinks as consumers are willing to spend more to enjoy a better drinking experience. Secondly, modern whisky consumers are also willing to experiment to a greater degree and are actively looking for fresh drinking experiences.  They are moving beyond strict loyalty to one brand and traditional ways of drinking, showing openness to exploring new innovations in whisky creations and cocktail crafting. This trend is evident in the recent growth of Japanese-style whisky and highball cocktails in India, along with the growing demand for high-quality Indian whiskies produced locally,” he elaborated. 

Indeed, the brand’s response to this trend is as nuanced as the flavors in their finest blends. "We're witnessing a renaissance of sorts," Golikeri enthused, "where consumers are not just savoring whiskey; they're exploring it, seeking novel experiences." To cater to this dynamic landscape, Bacardi has crafted a portfolio that marries tradition with innovation, offering connoisseurs a symphony of flavors to tantalize their palates.

Crafting Experiences for the Indian Palate

From the depths of Scottish heritage to the vibrant streets of India, Bacardi's offerings span a rich tapestry of tastes. Golikeri said, "In 2022, we introduced DEWAR’S 8YO Japanese Smooth, an innovative Japanese-inspired Scotch whisky from our Cask Series that combines the whisky making traditions of Scotland and Japan. We further introduced the highly awarded, quadruple-aged DEWAR’S Double Double Series that uses a unique maturation process devised by our Master Blender Stephanie McLeod. This range of premium aged whisky is available in 21YO, 27YO, 32YO and 36YO variants – the latter of which is our longest aged and most premium Scotch whisky in the market."

This marriage of cultures, mirrored in their Double Double series and the introduction of ROYAL BRACKLA in the Indian market, underscores Bacardi's prowess in blending tradition with contemporary allure.

“The ROYAL BRACKLA brand itself is steeped in history, being the first of only three distilleries to earn the 'Royal' epithet and receiving the first Royal Warrant for a whisky from King William IV in 1835. We further innovated for the Indian palate with LEGACY, our first ever Indian premium whisky that was created with a focus on Indian flavor profile. These have resonated strongly with our consumers and displayed a strong market performance across demographics of whisky consumers,” Golikeri added.

India, with its burgeoning appetite for whiskey, has emerged as a focal point in Bacardi's expansion strategy. "India is not just a market; it's a journey," Golikeri reflects. "We're crafting experiences that resonate with the Indian consumer, from the majestic depths of Scotch to the home-grown allure of legacy." Through meticulous research and a keen understanding of local nuances, the brand now aims to weave itself into the fabric of India's whiskey culture.

Competitive Edge

The growing trend of Indian whisky enthusiasts exploring new tastes and methods has played a significant role in the increase of domestic small-batch and craft whisky distilleries. This has resulted in a rise of players within the Indian whisky segment as newer home-grown brands are entering the market. Yet, amidst the rise of craft distilleries and small-batch producers, Bacardi remains undaunted, its competitive edge sharpened by a legacy of excellence. "Competition breeds innovation," Golikeri asserted, "and we welcome it with open arms."

Bacardi's steadfast adherence to quality and tradition distinguishes it in a landscape teeming with options, ensuring that each sip is a testament to craftsmanship. “We stand out in the market due to our age-old whisky-making traditions and unique maturing techniques which help us deliver premium whisky products that resonate with our audiences.”

Innovation, Golikeri emphasized, is the cornerstone of Bacardi's approach to whiskey. "We're not just distillers; we're storytellers," he mused. From the ethereal depths of Japanese Smooth to the opulent allure of ROYAL BRACKLA, Bacardi's offerings embody a narrative of exploration and discovery. Each sip is an invitation to embark on a journey of the senses, a testament to Bacardi's unwavering commitment to pushing the boundaries of possibility.

“The DEWAR’S Japanese Smooth Scotch whisky was created as an innovative combination of the two whisky making cultures of Scotland and Japan. More recently, we introduced the DEWAR’S Double Double range, made using a unique four-stage ageing process pioneered by our Master Blender Stephanie MacLeod to create a whisky of exceptional smoothness.”

Vision for the Future

Looking ahead, Golikeri envisions a future where Bacardi continues to redefine the whiskey landscape, forging new paths and pioneering new experiences. "The journey has just begun," he asserts, his gaze fixed on the horizon. "With India as our canvas and innovation as our compass, Bacardi is poised to chart new territories, one sip at a time."

“Our strategy towards growing the market share of these brand portfolios is to continue delivering the highest caliber of premium whisky offerings within their respective categories, with a focus on continued innovation and proactive response to consumer trends. We also aim to connect with the growing number of new age whisky consumers by taking an experience-first approach to brand positioning and marketing through our experiential properties and partnerships including activations such as the DEWAR’S Stay Curious HQ and the DEWAR’S Highball Challenge.”

In a world where trends wax and wane, Bacardi stands as a beacon of consistency, its legacy etched in every bottle, its spirit indomitable. As the curtain rises on a new era of whiskey appreciation, Bacardi remains steadfast, its resolve unwavering, its commitment unyielding. Cheers to the journey ahead; may each sip be as unforgettable as the legacy it embodies.