The latest entrant into the world spirits is Legacy, BACARDÍ’s foray into the Indian-made whisky segment.
Alco-bev giant BACARDÍ India has launched its first-ever made-in-India whisky innovation, Legacy. Crafted with select Indian grains, it is currently the only premium Indian whisky in the brand’s stable.
Legacy has been introduced across shelves in Maharashtra, Telangana, and Uttar Pradesh, with plans to expand into other states in the future. The brand’s first-ever Indian-made whisky will be launched in three sizes (750ml, 375ml, and 180ml). After the first phase of the launch, the product will expand its presence across Karnataka, Delhi, Punjab, Odisha, West Bengal, and Rajasthan, as India continues to remain one of BACARDÍ’s top priority markets worldwide.
An undisputed Legacy
The new brown-spirit — Legacy — has a one-of-a-kind blend that combines Indian and Scottish malts with Indian grains. With a rich blend layered with subtle peaty notes, fruity notes, and undertones of toasted oaks with a whiff of spice and a delicate vanillic smoky finish, BACARDÍ has created a smooth yet perfectly balanced whisky for the Indian consumer.
According to Managing Director, BACARDÍ India, Sanjit Singh Randhawa, “Consumers are at the heart of everything we do at BACARDÍ, and in line with this, we continue to focus on innovating our offerings to best serve them. BACARDÍ holds an undisputed ‘Legacy’ in the white-spirits segment in India. Now, we aim to win big in the high-growth Indian-made whisky category as well.”
Randhawa adds that India is the #1 market globally for whisky. The Indian whisky category is expected to continue to drive the Indian market forward. Further strengthening its brown spirits portfolio in the country, BACARDÍ India’s innovation will help the company tap into the large consumer base looking to pivot to better options in the premium whisky segment.
Bottled luxury
“With its distinctively Indian taste and positioning, our newest innovation ‘Legacy’ will aid our efforts in enhancing our diverse portfolio of offerings,” explains Category Head, Domestic Browns, BACARDÍ India, Ayaesha Gooptu. Underlining the behavioural shift amongst new-age consumers and the lack of premium options as the reason for the brand to foray into the segment, she adds, “Catering to a large audience of whisky lovers in the country, Legacy is truly made-in-India and made-for-India. It aims to connect with consumers who are trying to ‘build their own legacy, in their own way’, and that’s what the brand will stand for.”
After foraying into the brown spirits segment with Good Man brandy earlier this year, BACARDÍ India’s newest addition, Legacy, aims to further strengthen the company’s growth strategy in the Indian market and create a value price segment for its consumers.
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