New Delhi, Mar 12: Bacardi Martini International, one of the top liquor companies in the world, has decided to make India a major source base for its overseas markets.Bacardi-Martini India, Bacardi's local arm, has started commercial production at its plant in Karnataka. Bacardi is expected to launch `Bacardi Light' white rum in the domestic market soon. It has also received export orders from Singapore and Malaysia. Bacardi has 74 per cent stake in the local venture while the balance is held by Gemini Distillers of Karnataka.The Bacardi factory in the country, which has a capacity to manufacture 400,000 cases in a year, will export rum to other Asian markets, especially those in the middle East and south east Asian countries.
"We have orders for Bacardi exports. I expect that exports of around Rs over 10 crore in the first year of operation," Bacardi Martini India Limited managing director Jayant Kapur said.The Karnataka distillery will be the ninth owned by Bacardi across the world. The other distilleries are in the Bahamas, Brazil, Canada, Mexico, Panama, Puerto Rico, Spain and Trinidad.Bacardi Light is a white, light rum, which will soon be launched in major cities in the country. With a 750ml bottle priced around Rs 300, Bacardi is aiming at the premium segment of the market.
"The liquor market in India is dominated by dark spirits. Bacardi is a very different drink and we have to create awareness about it in the country. It signifies fun, and will appeal to the younger generations," Kapur said. The success of this brand will determine whether Bacardi launches the other rums in the company's portfolio -- Dark, Spiced, Aged, High-Proof and New Limon -- in the country.
Bacardi Martini, the parent US company, has invested Rs 18 crore in the local venture which has an authorised share capital of Rs 32 crore.
Bacardi is sold in 170 countries. Sales of Bacardi grew by 5.5 per cent in 1996 as nearly 20 million cases were sold world-wide, making it the world's largest selling spirits brand.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
