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Bacardi has officially launched the pan-India expansion of LEGACY, its first made-in-India whisky, marking a pivotal moment in India's brown spirits’ segment. Following a successful debut, LEGACY will now be available in new markets, including Goa, Pondicherry, Jharkhand, Odisha, Meghalaya, Assam, Tripura, Arunachal Pradesh, Kerala, and Rajasthan. This move highlights Bacardi's commitment to India, a key market for the company’s growth.
Introduced in 2022, LEGACY features a unique blend of Indian and Scottish malts combined with Indian grains, creating a smooth and balanced whisky designed to appeal to the discerning Indian palate. The product embodies the rich culture of India and has garnered an enthusiastic response since its launch. This expansion is a strategic investment in Bacardi’s vision for growth in the burgeoning Indian spirits’ market.
Vinay Golikeri, Managing Director of Bacardi in India, commented on the expansion, saying, “Our unwavering commitment to creating exceptional experiences for the discerning Indian consumer has established a legacy of excellence in innovation. LEGACY, our inaugural premium Indian-made whisky, has resonated deeply with new-age enthusiasts seeking quality, homegrown expressions. This expansion not only fortifies our brown spirits portfolio in the country but also underscores our dedication to exceeding Indian consumers' expectations.”
India is currently one of the fastest-growing alcoholic beverage markets in the world. The consumption of locally made whisky has increased tenfold over the past three decades and doubled since 2010, according to IWSR 2023. Bacardi’s investment strategy aims to tap into the expanding consumer base looking for premium whisky options.
Ayaesha Gooptu, Category Head, Domestic Browns & RTD at Bacardi in India, expressed her enthusiasm, stating, “India's whisky-loving community is thriving, particularly for local whiskies, which are experiencing record-high consumption. Our innovation, LEGACY, blends Indian and Scottish malts with Indian grains, creating a distinctively Indian taste that has quickly captured the hearts of consumers. With the growing demand for quality homegrown spirits, we are excited about this new phase in strengthening our legacy of brown spirits across the country.”
