More in store

New Delhi, May 19: Bacardi Martini India Ltd is planning to launch premium vodka Eristoff and a lemon-and-rum breezer.

Bacardi will launch the breezer in India first. It will be introduced in other countries later.

Eristoff will be launched in a phased manner. The vodka will be available in the northern and eastern region in the first phase.

“Eristoff will be launched in Punjab, Haryana, Chandigarh and Uttar Pradesh in the northern region and Guwahati and Bhubaneswar in the East,” said Arvind Krishnan, controller — marketing of Bacardi India.

The company will launch the breezer, Clear Lemon, next week in New Delhi before it is launched in other countries. The breezer will be available all over the country in 275-ml bottles priced at around Rs 50.

“Clear Lemon belongs to the ready-to-drink segment. This variety is growing at 25 per cent,” said marketing controller Gautam Gangoli.

Bacardi sells around one million cases per year across all product categories.

The bulk of this sale constitutes breezers or pre-mixes.

Bacardi has tied up with a number of retail chains in various parts of the country to make its products more accessible.

Gangoli said Bacardi had entered into a pact with Vishal Megamart in Punjab and Metro Cash and Carry in Mumbai and Bangalore.

“Moreover, we have also tied up with Spencer’s, Spar, Total Hypermarkets, Food World and Big Bazaar in Bangalore,” he said.

Bacardi markets seven brands in India: Bacardi Rum, Bacardi Superior, Bacardi Breezer, Bacardi flavoured rum, Grey Goose, Bombay Sapphire and Dewar’s 12.

Bacardi Martini India Limited is a 76:24 joint venture between Bermuda based Bacardi and Mysore based Gemini Distilleries. While the global turnover is Rs 16,000 crore, the Indian turnover is Rs 150 crore.