Bacardi Ltd, the name synonymous with white spirits, is setting its eye on the Indian whisky market with the launch of its high-end renowned single malt Scotch whisky brands such as Dewars and Aberfeldy, thanks to the raising disposable income of the Indian liquor consumers. The tremendous growth in the high-end whisky market in India seems to have forced the Bermuda-based company to set its focus on the upmarket single malt sector from its flagship white spirits brands, which have been marketed in India since 1998. The single malt whisky consumption in India is expected to reach 34,000 cases in 2008 from 25,000 cases sold in 2007.
Bacardi Martini India Ltd (BMIL), a 74:26 joint venture between Bermuda-based Bacardi Ltd and Gemini Distilleries, has launched the single malt whisky brands unofficially two months back in India. The brands Dewar?s White Label, Dewar?s 12, Dewar?s Signature, Aberfeldy 12 and Aberfeldy 21, are priced in the range of Rs 1,350 to Rs 22,000 in India.
Mahesh Madhavan, president & CEO, Bacardi-Martini India, told FE, ?For the last 10 years, we have been in the white spirits market in India, with stronger presence. However, we wanted to use the potential of our marketing team fully with expanding product portfolio in the high-premium spirits segment here.?
Last year, expanding its vodka product basket, Bacardi had launched in India Eristoff premium vodka, priced Rs 480 per 750ml, 42 Below premium New Zealand vodka and Grey Goose, made in the Cognac region of France in the luxury segment. Grey Goose flavours available in India are L?Orange and Le Citron, priced at Rs 1,600-1,750 per bottle. It has plans to launch Martini Rosso & Bianco vermouths in India soon. ?As part of expanding our presence across all spirits sectors, we are launching most of our global brands in India slowly,? Mahesh said. However, he did not rule out the possibility of brand buyout in India. We are open for brand acquisition once we think the targeted brand suits our portfolio, he added. The $5.5-billion Bacardi, which had acquired Martini & Rossi, the famous Italian producer of Martini vermouth in 1992, acquired brands such as Dewar?s scotch and Bombay Sapphire gin for $2 billion from Diageo in 1998.
Recently, Vijay Mallya-owned United Spirits had acquired The Dalmore, the 160-year old popular single malt scotch brand. In India, three luxurious expressions of The Dalmore, such as The Dalmore 12 Year Old, The Dalmore Gran Reserva and The Rare Dalmore 40 Year Old, priced at Rs 4,450, Rs 5,500 and Rs 2.5 lakh, respectively, for a bottle are available. Another liquor major, Diageo, has also expanded its single malt whisky portfolio in India with the launch of brands such as Cragganmore and Lagavulin, which are priced at about Rs 10,000 per bottle. Diageo?s Talisker 18 Year Old (Rs 6,352) and Lagavulin 16 Year Old (Rs 6,408) are already available in India.