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<ul><li><keyword id="7928244" type="UNKNOWN" weightage="20" keywordseo="premium-liquor-brands">Premium liquor brands</keyword> in India have been witnessing a growth in the market. </li><li><keyword id="15277" type="PERSON" weightage="20" keywordseo="bacardi">Bacardi</keyword> recently launched <keyword id="7928246" type="UNKNOWN" weightage="20" keywordseo="Ocho">Ocho</keyword> – a premium rum in India. </li><li>Rum in India has so far been associated with being the cheaper alcohol with the likes of Old Monk long being the market favourite.</li></ul>It’s been 21 years since Cuban rum maker Bacardi entered India. Now, the global liquor giant is wants to net more consumers with its premium rum – <keyword id="7928245" type="UNKNOWN" weightage="20" keywordseo="Bacardi-ocho">Bacardi Ocho</keyword>. It is no ordinary rum either. It is a closely guarded secret family recipe, from a company which has been making rum for 157 years. It believes the Indian market has matured enough, to introduce its premium brand. Last year, Bacardi sold around 2 million cases of rum in India. Now, that Bacardi has settled in fine, it wants to bring in its best. “Last couple of decades, the focus has been to establish Bacardi in India. Now, that that is done, the opportunity is right to drive premiumisation,” Anshuman Goenka, Head of marketing, Bacardi India told Business Insider India. ‘Drink less, drink better’ The Indian market for rum is driven by cheaper brands as of now, and the market favourite is Old Monk. But, can Bacardi Ocho priced at ₹3,710 a bottle (in Delhi), be able to find a footing? “Increasingly, we have been seeing that there is a whole segment of consumers that is buying premium alcohol in other categories – scotch, gin, vodka. However, rum is one of the last categories to be premiumised. Consumers are willing to shell out money for good quality. The growing trend is drink less but drink better,” said Goenka. As more and more Indians travel abroad, they are tasting better quality liquor and are coming back home with ‘higher taste’. Other brands too have been picking up on this trend. "India is the largest whisky market in the world, and now has the strongest potential for growth of premium products," Rajesh Mishra, CFO of Pernod Ricard India told <a href="https://www.moneycontrol.com/news/business/companies/new-highs-pernod-ricard-rides-on-indias-demographic-change-to-drive-growth-4213841.html">Moneycontrol</a> in an interview. The France-based Pernod Ricard marks India as its second-largest market. Another maker of premium liquor brands like Johnnie Walker – Diageo too saw a spurt in sales thanks to its premium brands. Diageo’s subsidiary United Spirits reported last week that its net sales for ‘Prestige &amp; Above segment’ grew by 9%.

Bacardi is bringing its 'secret family recipe' to India with a new brand 'Ocho'

<ul><li>From <keyword id="3882886" type="PERSON" weightage="20" keywordseo="Beam-Suntory">Beam Suntory</keyword> to <keyword id="15277" type="PERSON" weightage="20" keywordseo="bacardi">Bacardi</keyword> and Vbev, all have recently launched premium <keyword id="6356212" type="UNKNOWN" weightage="20" keywordseo="LIQUOR">liquor</keyword> brands in India. </li><li>The recent economic slowdown in the country did affect the liquor market but it also led to a new trend of premiumisation. </li><li>Awareness around brands in India is growing, even though the consumption is limited to certain cities. </li></ul>Indian millennials are travelling around the world, living that instagram-worthy life... and they are also increasingly aware of the finer things in life. Whether it’s a 12 year aged scotch or a fine wine, they don’t mind spending that extra bit on a good bottle. This willingness to spend and the desire for premium liquor brought a host of international <keyword id="6359858" type="UNKNOWN" weightage="20" keywordseo="alcohol">alcohol</keyword> brands to India. Even brands that have existed in India for a long time are finally expanding their premium offerings. “For us, millennial consumers are increasingly getting more discerning. They are travelling around the world and seeing great quality products and demand the same thing in India,” Anshuman Goenka, Head of marketing, Bacardi India had told Business Insider in an earlier interview. Bacardi recently launched an eight-year old fine rum called Ocho. The world’s third largest liquor producer – Beam Suntory, which has been in India for long with the likes of Teachers and Jim Beam, too launched its Japanese <keyword id="6396190" type="UNKNOWN" weightage="20" keywordseo="whiskey">whiskey</keyword> Yamazaki and Hibiki, along with the craft gin Roku. It also launched an Indian whiskey called Oaksmith. In Haryana, Yamakazi and Hibiki both have a price tag of a whopping ₹20,000, although in Karnataka it is priced at ₹10,900 a bottle. In fact, Beam Suntory global calls India as an emerging market priority. The recent economic slowdown in the country did affect the liquor market - but it also led to a new trend of premiumisation. “Even with the economic slowdown, from a spirits point of view, it has resulted in a greater degree of premiumisation. They are drinking lesser but quality products as international brands continue to grow. The base of international brands is still tiny in India but when you look at 2019, the category still saw a 10% plus growth,” said Neeraj Kumar, Managing Director of Beam Suntory India. Kumar added that the awareness around brands in India is growing, even though the consumption is limited to certain cities. “It’s not just about a particular category, for example, gin as a category is going through a renaissance so to say. In terms of whiskey, the quest of knowledge around single malt continues to be a driver for sales,” he said. Sumedh Singh Mandla, CEO, Vbev India, said that the strong growth in International white spirits in India has been widely contributed by the millennials. Vbev recently introduced the premium Chinese Baijiu JIANGXIAOBAI Pure. “We closely monitor and understand the consumption pattern as well as occasions for millennials,” said Singh. He also believes that the segment of premium brands offer great promise. “The imported white spirits category has shown robust growth over the last few years and the cocktail culture is evolving as well,” said Singh. See Also: <a href="https://www.businessinsider.in/business/news/beam-suntorys-shinji-fukuyo-who-made-japanese-yamakazi-whiskey-visited-thekas-in-india/articleshow/73079066.cms">The maker of Japanese Yamazaki whiskey, visited thekas, ate bar food to understand how Indians want their drink</a>

Indians develop a taste for expensive alcohol – and that is bringing home global brands

<ul><li>In an interview with Business Insider, <keyword id="2625541" type="PERSON" weightage="20" keywordseo="Shinji-Fukuyo">Shinji Fukuyo</keyword>, Executive Officer and Chief Blender of Suntory Spirits, talks about how he spent the last year visiting India’s smallest bars. </li><li><keyword id="3882886" type="PERSON" weightage="20" keywordseo="Beam-Suntory">Beam Suntory</keyword> is the maker of the iconic <keyword id="227682" type="PERSON" weightage="20" keywordseo="Jim-Beam">Jim Beam</keyword> and Teacher’s <keyword id="6396190" type="UNKNOWN" weightage="20" keywordseo="whiskey">whiskey</keyword>. </li><li>It recently launched its first Indian whiskey, Oaksmith. </li></ul>You haven’t seen the true Indian drinking scenes, unless you have visited the ‘aahatas’ or ‘thekas’. So, when the world’s third largest producer of <keyword id="6356212" type="UNKNOWN" weightage="20" keywordseo="LIQUOR">liquor</keyword> – Beam Suntory, decided to launch an Indian whiskey, it needed to know what Indians like. The maker of the whiskey and the Executive Officer and Chief Blender of Suntory Spirits – Shinji Fukuyo, came down to India six times last year. He visited bars, pubs, aahatas, and nip joints to observe how Indians like their whiskey. Fukuyo is the maker of Yamazaki whiskey, which is often found in the list of best whiskeys in the world. “In Japan, we have a practice called Gemba, which basically means - the real place. The idea is you go to the source to do your research and understand consumer behaviour. While online research and surveys are fine, we understand that we can truly know what consumers want only if we go on-ground and interact with them,” said Fukuyo. India is the world’s largest consumer of whiskey. Beam Suntory which is also the maker of the iconic Jim Beam and Teacher’s whiskey, along with several other brands. - , knew they had more to offer in India. It is now launching Japanese luxury brands like Yamazaki, Hibiki and the gin Roku in the country. Food for thought Last week, it launched its first Indian whiskey, Oaksmith. Before this, Fukuyo visited Delhi-NCR, Mumbai, Pune, Hyderabad to understand the nuances of Indian food and flavours and what could match perfectly with the whiskey. “These visits help us understand how we should make our product. It is important to understand the pulse of the consumer and know what they want before making it. From these visits, I also got to experience what Indian bar food tastes like and what flavours would go well with it,” he said. And what’s the biggest difference between India and global markets? Indians don’t mix it up! “Indians love their whisky truly! They do not drink whisky in elaborate cocktails as many do in the US. Here, they drink it neat, on the rocks or with water and/ or soda. The US market demands whisky that has more mixability for cocktails,” said Fukuyo. SEE ALSO <a href="https://www.businessinsider.in/bacardi-launches-premium-rum-ocho/articleshow/70450629.cms">Bacardi is bringing its 'secret family recipe' to India with a new brand 'Ocho'</a>

The maker of Japanese Yamazaki whiskey, visited thekas, ate bar food to understand how Indians want their drink

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Bacardi is bringing its 'secret family recipe' to India with a new brand 'Ocho'

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Indians develop a taste for expensive alcohol – and that is bringing home global brands

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The maker of Japanese Yamazaki whiskey, visited thekas, ate bar food to understand how Indians want their drink

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