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India a ‘standout’ for Bacardí
The global senior vice-president of Bacardí has highlighted performance in India as a “particular standout” for the rum brand in the past three years.
Roberto Ramirez Laverde said rum has experienced “steady growth” in recent years and is “forecasted to continue growing at a stable pace over the next three years”.
He added that Bacardí has increased its market share in the US, Canada, Mexico, the Netherlands and Germany, which are all “key countries”, and that its “approach is rooted in supporting our core variants leading with Bacardí Superior/Carta Blanca, while developing innovation to leverage consumer trends in cocktails, flavours and convenience”.
Market-wise, it was India, however, that was highlighted by Laverde as a “particular standout”. He said: “Bacardí has achieved an impressive 26% compound annual growth rate (CAGR) over the past three years [in India] and is poised for even greater expansion in the years ahead.
“In India, we have recently expanded the reach of one of our popular flavour variants, Mango Chile, which already has shown great success in Mexico.”
Education on premium rum
Of rum’s biggest challenge, Laverde admitted that “while consumers know and love our traditional white and flavoured rums, some need guidance to deepen their understanding of premium rum.”
He added that the brand is upping its education efforts with initiatives such as the Rum Room series in the US, where drinkers are offered immersive and interactive tastings, and activations in the global travel retail space that “help consumers navigate the premium portfolio”.
“Our aim is to create engaging and educational experiences that allow consumers to explore the artistry and craftsmanship behind our premium portfolio,” he said. “It’s all about connecting with our audience in a meaningful way, inspiring them to discover the depth and versatility of premium rum.”
Laverde noted that the premium rum movement presents a “bright and exciting” future for the category, with the brand’s premium offerings, such as Reserva Ocho, “gaining traction, with projections indicating a 2.4-point increase over the next three years.”
More avenues for growth
Looking at trends within rum, the brand hopes to capitalise on the popularity of RTD cocktails through Casa Bacardí pop-ups at festivals worldwide. In Bacardí’s 2025 Trend Report, Mojitos were predicted to be the number-one cocktail ordered at bars globally, aiding rum’s cause in the segment.
Laverde added: “Building on this momentum, we’re thrilled to introduce a Bacardí & Coca-Cola RTD in the coming year – a perfect marriage of innovation and authenticity that brings us even closer to our consumers’ evolving preferences.”
This year, the brand also partnered with pop star Camila Cabello, who serves as the global face of the brand.
Laverde views the celebrity partnership as an opportunity for further growth, explaining: “Not only do Bacardí and Camila have a shared Caribbean history that makes the two a perfect match, but the partnership also aligns with our ‘Do What Moves You’ initiative, aimed at celebrating self-expression and creativity.
“As a part of the partnership, Camila has developed her own cocktail, the I Luv It, named after her hit single, introducing the brand to a new generation of drinkers, rooted in a legacy of unapologetic expression.”
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