Bacardi has unveiled its first brandy made in India, Good Man. It is exclusively available in southern states of the country, including Kerala, Karnataka, Telangana, and Pondicherry.
Made from a blend of grain spirit with French and Indian grape brandies, Good Man brandy is aged for a minimum of two years in oak casks. It offers woody aromas with fruity notes of pear and apple, the palate is rich with hints of raisin, vanilla and honey.
Bacardi India launched the spirit to disrupt “the premium brandy segment.” “We are excited to announce Bacardi India’s foray into the premium brandy segment with the launch of Good Man,” said Sanjit Randhawa, managing director for Bacardi India. “Our aim is to grow the business five fold by 2030, and this launch reiterates our commitment to the market. It fortifies our premium portfolio as we continue to capture a larger share of the brown spirits category. It’s also a major step to strengthening our presence in the country, with this being the first in-house brand created in the market, specifically with the Indian consumer in mind.”
Ayaesha Gooptu, head of innovations, Asia Middle-East and Africa at Bacardi said: “Good Man aims to offer an enhanced drinking experience to the discerning Indian consumer. It is an important launch in the portfolio, and we are very optimistic. Initially, we will focus on understanding consumer sentiment and then we will take this brand to more markets.”
Bacardi recommends enjoying Good Man neat or on ice with a mixer.
India is the largest brandy market globally, claiming 39% of the world’s consumption, according to Bacardi. While the brandy category is said to be growing at 3% year-on-year in India, premium brandy is expanding at 16%.
“Consumers across the country are open to experimenting more in their drinking choices and are seeking more premium experiences,” said Zeenah Vilcassim, head of marketing at Bacardi India. “Good Man, with its international lineage, aims to inspire this new-age Indian drinker to find their true voice, express their true self, and enjoy a drinking experience that is frankly a cut above all the rest.’’
Last month, the company unveiled its first non-alcoholic ‘spirit’ brand, Palette.