Bacardi launches Legacy

31 Oct 2022 , 09:25 AM

Legacy, which is bottled at Bacardi’s Nasik facility and is marketed in the mid-premium level, is the Mexican company’s entry into the domestic whiskey market. Bacardi is best known for its eponymous white rum brand.

The 158-year-old company, which has its headquarters in Santiago de Cuba, is better known as the white rum brand there and has dominated the market since it first appeared a few decades ago.

Sanjit Singh Randhawa, managing director of Bacardi India, responded to a question from PTI about the justification for entering a highly crowded and competitive market like whiskey by noting that India is not only the world’s largest whisky market but also one of the markets for alcoholic beverages with the fastest rate of growth, with over USD52.5 billion in sales in 2021.

Icrier predicts that the domestic alcohol industry would expand at a CAGR of 6.8% between 2020 and 2023. Whiskey is likely to lead this expansion, with yearly sales expected to surpass 250 million cases by 2026.

According to him, the Legacy is being successfully piloted in Maharashtra, Telangana, and Uttar Pradesh, and preparations are in motion to soon make more states commercially available. He said that the Legacy is brewed with special Indian grains and combined with malts from Scotland and India.

Karnataka, Delhi, Punjab, Odisha, Bengal, and Rajasthan would be the next states to receive launches, according to Ayaesha Gooptu, category head for domestic browns at Barcardi India.

The largest privately owned spirits company in the world, Bacardi, sells more than 200 types of alcoholic beverages, including Scotches, gins, vodkas, and liqueurs. Some examples of these products include Grey Goose vodka, Patron tequila, Dewar’s blended scotch whisky, Bombay Sapphire gin, Martinis, William Lawson’s scotch whisky, and St-Germane liqueur.

The largest privately held spirits firm in the world, Bacardi produces and sells its products in 170 different nations, and its brand portfolio includes over 200 different names and logos.

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