Tag Archives: Bacardi India

Legacy, Bacardi’s first ‘Made-in-India’ whisky, announces pan-India expansion

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Marking a milestone in India’s brown spirits segment, Bacardi in India announces the pan-India expansion of Legacy, its first-ever made-in-India whisky. Following its success in debut areas, the whisky will now reach new markets across Goa, Pondicherry, Jharkhand, Odisha, Meghalaya, Assam, Tripura, Arunachal Pradesh, Kerala, and Rajasthan – highlighting Bacardi’s commitment to India, one of its fastest-growing markets globally.

Introduced in 2022, LEGACY offers a one-of-a-kind blend of Indian and Scottish malts with Indian grains, delivering a smooth, balanced whisky tailored to the discerning Indian palate. Embodying the culture and passion of India in its flavour, make and narrative, the whisky has received an extraordinary response since its debut. Capitalising on the positive momentum, this expansion represents a strategic investment in Bacardi’s ambitious vision for growth in the country.

Elated to announce the expansion of LEGACY, Vinay Golikeri, Managing Director, Bacardi in India, said, “Our unwavering commitment to creating exceptional experiences for the discerning Indian consumer has established a legacy of excellence in innovation – one that we aim to uphold with each and every one of our offerings. Legacy, our inaugural premium Indian-made whisky, has resonated deeply with new-age enthusiasts seeking quality, homegrown expressions – driving us to amplify our investments and expand Legacy nationwide. This expansion not only fortifies our brown spirits portfolio in the country but also underscores our dedication to exceeding Indian consumers’ expectations with each new market unlocked in this thrilling journey.”

India is one of the fastest-growing alcoholic beverage markets globally. For locally made whisky, the consumption is at an all-time high, having risen tenfold in the past 30 years and doubled since 2010 (IWSR 2023). Strengthening the presence of LEGACY across the country, Bacardi’s investments in the market will help the alcobev giant tap into the large consumer base seeking options in the premium Indian whisky segment.

Sharing her excitement, Ayaesha Gooptu, Category Head, Domestic Browns & RTD, Bacardi in India, said, “India’s whisky-loving community is thriving, especially when it comes to local whiskies, which are enjoying record-high consumption nationwide. Our newest innovation, LEGACY, blends Indian and Scottish malts with Indian grains, creating a distinctively Indian taste that has quickly won over India’s vibrant whisky loving community. With their affinity for quality homegrown spirits on the rise, we are thrilled about this new leg of our journey in strengthening the legacy of brown spirits across the country, with our crafted in India, for India innovation – Legacy.”

Legacy is available in three sizes (750ml, 375ml, and 180ml) in key markets across Haryana, Punjab, Uttar Pradesh, Rajasthan, Jharkhand, Meghalaya, Assam, Tripura, Arunachal Pradesh, West Bengal, Odisha, Maharashtra, Telangana, Kerala, Pondicherry and Goa – showcasing Bacardi’s commitment to India as one of its top priority markets worldwide. The made-in-India premium blended whisky was also recently awarded ‘Best IMFL Premium Whisky’ at the 16th edition of the mega alcobev event, INDISPIRIT 2024.

Bacardi Limited Appoints New Director to Board

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Bacardi Limited, the world’s largest privately held international spirits company, recently announced the appointment of Alicia Enciso to the Company’s Board of Directors.

Alicia brings more than 30 years of experience with multinational Fortune 100 Companies in the Food and Beverages sectors with roles as General Manager, President, Chief Marketing Officer, and E-Business Officer. Since 2017, she has served as Chief Marketing Officer of Nestlé USA and previously served as President of the Beverages Division. She recently announced her retirement from Nestlé. Prior roles include Principal Consultant and Managing Director of Zyman Group, a subsidiary of MDC Partners and various marketing leadership roles at Procter & Gamble and Estée Lauder.

“Alicia is a well-rounded business leader and global marketer who has presided over some of the world’s best-known brands. Her enthusiasm for modern marketing and building sustainable brands are a great complement to our long-term business ambitions and to continuing the family legacy for generations to come,” saids Facundo L. Bacardi, Chairman of Bacardi Limited and fifth-generation family member.

Originally from Mexico, Alicia has been recognised as one of “Most Influential 100 Latinas” by Latino Leaders Magazine and named “Latino Marketer of the Year” by the Hispanic Marketing Council. Alicia also serves on the Executive Board for the Association of National Advertisers and the Board of the Alliance for Multicultural & Inclusive Marketing. She previously sat on the Advisory Board of Google 21st Century Marketing. The Bacardi Limited Board of Directors is comprised of 13 members.