Online BusinessBacardi launches Bacardi O, to focus on smaller cities
Leading global premium spirit manufacturer, Bacardi Ltd, today launched Bacardi "O", an orange-flavoured rum in the state and plans to focus on Tier II and III markets in the country.
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"Karnataka is the first market in India where the product has been introduced. We plan to subsequently roll it out in Andhra Pradesh and hope to go national by end of the fourth quarter", Arvind Krishnan, Controller-Marketing, Bacardi Martini India Ltd told reporters here today.
"The flavours category has been a fast moving one within the white spirits segment and introduction of Bacardi O perfectly fits into our growing portfolio of premium, international offerings to the experimental consumers of today", he said while launching the product.
With citrus-based flavours popular in the country, especially in South India, the new variant is expected to find many takers, he said.
The firm is also looking at the imminent launch of their golden rum Bacardi gold in Karnataka in couple of weeks "It would be a heavy-aged rum", he said. On the growth strategy, he said the firm was looking at Tier II and III cities from where it expects its future growth to come from. The firm has focussed on 19 smaller cities where it has launched promotional events.
"These markets are growing. There is a double digit growth in the white spirit market in these cities", he said.