Bacardi unveils its first Indian brandyBy Alice Brooker
Grey Goose owner Bacardi has debuted Good Man brandy, its first Indian-made bottling, which is exclusively available in southern states of the country.
The brandy has been launched by Bacardi India to disrupt ‘the premium brandy segment’.
Sanjit Randhawa, managing director for Bacardi India, said: “We are excited to announce Bacardi India’s foray into the premium brandy segment with the launch of Good Man.
“Our aim is to grow the business five fold by 2030, and this launch reiterates our commitment to the market. It fortifies our premium portfolio as we continue to capture a larger share of the brown spirits category.
“It’s also a major step to strengthening our presence in the country, with this being the first in-house brand created in the market, specifically with the Indian consumer in mind.”
The brandy is aged for a minimum of two years in oak casks, a blend of grain spirit with French and Indian grape brandies. Boasting woody flavours with fruity notes of pear and apple, the palate is rich with hints of raisin, vanilla and honey.
Bacardi said Good Man is best served neat, or on ice with a mixer.
Ayaesha Gooptu, head of innovations, Asia Middle-East and Africa at Bacardi said: “Good Man aims to offer an enhanced drinking experience to the discerning Indian consumer. It is an important launch in the portfolio, and we are very optimistic. Initially, we will focus on understanding consumer sentiment and then we will take this brand to more markets.”
India is the largest brandy market globally, claiming 39% of the world’s consumption, according to Bacardi. While the brandy category is said to be growing at 3% year-on-year in India, premium brandy is expanding at 16%.
Good Man is available in the off-trade in southern states of India, including Kerala, Karnataka, Telangana and Pondicherry.
“Consumers across the country are open to experimenting more in their drinking choices and are seeking more premium experiences,” said Zeenah Vilcassim, head of marketing at Bacardi India.
“Good Man, with its international lineage, aims to inspire this new-age Indian drinker to find their true voice, express their true self, and enjoy a drinking experience that is frankly a cut above all the rest.’’
Earlier this year, the company unveiled its first non-alcoholic ‘spirit’ brand, Palette, which has been created to elevate alcohol-free cocktails.