Jim Beam whiskey to become ‘pillar of growth’ in India

15th August, 2014 by Becky Paskin

Beam Suntory has introduced Jim Beam Bourbon into India for the first time, with expectations for the brand to become its “second pillar of growth” behind Teacher’s Scotch.


Jim Beam has ambitions to become Beam Suntory’s second growth pillar in India

Jim Beam White, the brand’s flagship expression, has been launched in Gurgaon and Kolkata at an RRP of Rs 1250 and Rs 1555 respectively, but will be gradually rolled out across the country in the near future.

Its price point puts Jim Beam White in a competitive position to standard Scotch and premium vodka.

Neeraj Kumar, director of marketing and sales, Beam Suntory India, said: “India is an exciting emerging market for premium international spirits and the number of new consumers is growing steadily.

“Indians are the biggest consumers of whiskies in the world and new consumers entering the category are searching for flavourful expressions of whiskies.

“Along with Teacher’s, India’s most loved Scotch whisky, we expect Jim Beam to become the second pillar of growth for us.”

Jim Beam was introduced to the Indian market through a limited, exclusive appearance at Delhi International Airport in July.

Jim Beam currently sells 6.9 million cases worldwide, according to The Spirits Business Brand Champions report, making it the second-largest American whiskey behind Jack Daniel’s at 11.5m cases.

The brand recently appointed American actress Mila Kunis as its global brand ambassador as part of its international Make History marketing campaign.

under the Jim Beam’s new Make History multi-media brand campaign that will reach more than 100 markets worldwide.  – See more at: http://indiablooms.com/ibns_new/finance-details/680/jim-beam-eyeing-a-larger-pie-of-the-indian-whiskey-market.html#sthash.tb8CSZTp.dpuf

Beam Suntory’s Teacher’s Scotch whisky sells 2m cases worldwide, with the majority of volume sold in India.

Jim Beam’s introduction to the Indian spirits market is the latest example of global brands attempting to forge themselves a reputation ahead of an anticipated drop in import tax.

The tariff for wines and spirits is currently set at 150%, limiting the number of international brands able to secure profitable distribution in the country. While a lower rate has been painstakingly negotiated as part of the India-EU free trade agreement for the past seven years, some industry bodies, including the Scotch Whisky Association, believes a 0% tariff being introduced after both EU and India parliamentary elections take place is “extremely realistic”.

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