In a statement Bacardi India said it is focused on delivering an enhanced consumption experience to inspire the new-age consumers in the country.

Premium rum brands currently account for less than 1% of the overall rum category (IWSR, 2017) and Bacardí says it is set to seize the opportunity to fill the gap in India’s rum category.

“We are synonymous with premium rums in India, and, with 157 years of global legacy, continue to be the world’s most loved rum brand,” said Anshuman Goenka, marketing head, Bacardi India.

“As the discerning Indian consumers grow more explorative, they are seeking an enhanced premium drink experience. Bacardí is redefining the rum scene globally with our Bacardí Premium Portfolio.

“With Bacardí Reserva Ocho we are looking at translating the same movement here by offering an elevated experience which the consumers will love.”

The newly introduced premium rums will be Bacardí’s most significant portfolio expansion, after its Carta range and will be available across all major urban distributors and on-trade channels from select cities like Delhi, Kolkata, Mumbai, Bangalore, Goa, Hyderabad.

Starting with Bacardí Reserva Ocho, the full portfolio will be launched over next 2 years.