With Indian consumers spoilt for choice in the premium alcobev segment, major players in the market are burning a lot of midnight oil to craft innovative marketing and communication strategies to win over fast evolving consumer hearts. Bacardi India is one of the players in the market who is not leaving any stone unturned in that respect in positioning their premium blended scotch whisky brand among younger and experienced driven consumers by creating platforms which engages them deeply and creatively.
Highlighting the importance of experiential and entertainment-oriented platforms on the basis of the findings of the latest Bacardi Consumer Cocktail Trends Report 2025, Vijay Dev, category lead consumer marketing – Global Whiskies at Bacardi, said that they his company had been both designing their own events and platforms as well as partnering with like-minded brands to create elevated, immersive and unique experiences that resonate with evolving consumer preferences.
“Turning our gaze to younger audiences, experience-driven audiences, as highlighted in the 2025 Bacardi Consumer Cocktail Trends Report, fandoms and immersive entertainment experiences are shaping how they engage with brands – shaping new avenues for engagement. Our collaborations, right from the recent Tribute to Bryan Adams Tour collaboration to DEWAR’S Highball Challenge exemplify our approach.
“These initiatives celebrate passion points like music and cocktail culture while delivering innovative, premium whisky moments that inspire discovery and foster deeper connections with passionate audiences. Through such strategic partnerships, we continue to elevate DEWAR’S position as a whisky brand crafting authentic and memorable experiences that continue to inspire and engage aficionados, especially India’s influential next gen,” he said.
Highlighting on the “love for whisky” and the “noticeable shift towards premium scotch”, the big trends highlighted in the recent market report, Dev said that around 20 million new consumers are entering the legal drinking age in the country each year and it is an opportunity for brands across the spectrum. He said that whisky continues to enjoy a huge edge over other categories of alco-beverages and within whisky the premium segment has been showing a robust growth of 39 percent CAGR between 2020 and 2023.
“India is the fastest growing scotch whisky market in the world today,” he said.
“At DEWAR’S, we are seizing this opportunity, positioning ourselves as a challenger brand in India’s premium whisky landscape. Driven by innovative offerings like the DEWAR’S 8YO Japanese Smooth and the DEWAR’S Double Double series, both crafted under the expert guidance of Master Blender Stephanie Macleod, we witnessed a landmark 25 percent year-on-year growth just last year. Beyond premium products, we are owning whisky highball innovation, creating experiences that drive trial and foster loyalty. Initiatives like the DEWAR’S Highball Challenge exemplify our ability to blend local sensibilities with global craftsmanship, ensuring whisky remains relevant to India’s dynamic audiences. By staying at the forefront of pioneering elevated, memorable whisky moments, we are carving a unique niche that reflects DEWAR’S legacy while keeping pace with India’s evolving tastes,” he added.
