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Experiential marketing has helped us generate genuine model awareness Zeenah Vilcassim

Read this interview with Zeenah Vilcassim, Director, of Marketing, BACARDI India about her vision for the model and more

For BACARDI, India is certainly one of its prime 5 precedence emerging markets and it has an enormous ambition to deliver 5 occasions its present enterprise ends in India by the year 2030. 

With a diverse world portfolio of over 200 brands (28 in India), Bacardi is ready to introduce exciting manufacturers to the Indian shopper and innovate in ways that may really add value to their consuming experiences. 

On the again of this sentiment we spoke to Zeenah Vilcassim, Director, of Marketing, BACARDI India about her vision for the brand and extra.

Help us get an perception into the Overall alco bev business and development pivots for India

India just isn’t solely one of many fastest-growing alcoholic beverage markets globally, additionally it is one of the most attention-grabbing. With an estimated market measurement of $52.5 billion in India in 2020, the market is predicted to grow at a CAGR of 6.8% between 2020 and 2023 (ICRIER 2022). By 2030, 26% of Indian drinks customers are anticipated to move to higher brands and 24% will spend on newer classes of alcohol. This degree of premiumisation and experimentation makes it an extremely exciting time for us at BACARDI. 

Whilst there have been many trends bubbling beneath the surface for a couple of years now, the pandemic has significantly shifted how people in India drink. New events have opened up with folks turning in direction of convenient in-home consuming and ready-to-drink cocktail options. There can be a want for e-commerce – 6 out of each 10 liquor customers in India would be keen to purchase alcoholic drinks online if that they had the choice.

For BACARDI, India is one of its prime 5 priority rising markets. We have an enormous ambition to ship 5 instances our present enterprise leads to India by the yr 2030.

With a various global portfolio of over 200 manufacturers (28 in India), we now have the chance to introduce exciting brands to the Indian shopper and innovate in ways that may actually add value to their ingesting experiences. 

How is BACARDI creating ‘moments that matter’ for its audiences? What are the progressive methods you may be reaching out to the buyer in?

We at BACARDI are creating ‘moments that matter’ for our customers, based on 4 key pillars:

  • We maintain customers at the coronary heart of everything we do – figuring out and leveraging insights as the premise of all activities at Bacardi with a powerful tradition of analysis and optimization.  For occasion, throughout COVID-19, we developed our on–ground competition, Casa BACARDI, into a virtual expertise with over 4000 people in attendance with the objective to provide folks these moments of connection and joy throughout robust occasions. Our flagship program for BREEZER – VIVID SHUFFLE adopted its first-ever hybrid version. Furthermore, in the course of the lockdown, we introduced Bacardi NH7 Weekender to the homes of our customers, with #HappyAtHome classes. The profitable first edition inspired practically 6 million shoppers to do what moves them from the comfort of their own houses.

  • We stay authentic and transparent with shoppers: We consider in speaking with empathy to our shoppers. Consumers today are something but ignorant. It is due to this fact integral to be transparent with them throughout features like how the model functions with its ecosystem, its efforts for sustainability, and its engagement with its on-trade companions.

  • We focus on agility: At Bacardi, our core advertising pillar is to be agile in all our approaches- campaign, advertising, experiences, and so forth. We continued to maintain shoppers at the heart, even in the course of the pandemic, by analysing what they are frequenting to, what they are looking forward to and so forth. Based on these insights, we were in a place to take several of our platforms and properties digital with great agility, maintaining our shoppers at the core.

  • We innovate to add worth: Our core advertising technique has enabled us to be future ready and to cater to our consumers’ wants, be it by way of product innovation or experiential innovation. In the current years, with the help of this strategy we’ve forayed into new classes like brandy and the launch of Goodman, the first ever in-house brand from Bacardi in India. With evolving consumption developments, we witnessed consumers’ growing inclination toward RTD because it supplies comfort and is ideal for the on-the-go occasion. Therefore, we introduced new product variants like BREEZER Watermelon Mint and the BREEZER Bliss range, a greater for you RTD with natural fruit juices, as properly as Bombay Sapphire’s Gin & Tonic RTD. In 2021, we integrated an AR virtual immersive 3D island with our associate Sansar to transport individuals across 25 completely different countries to our Caribbean paradise for the primary digital version of Casa BACARDI. The highlight for the fans was the power to enjoy a whole sensory experience by way of spatial audio and personalized avatars. To ensure we might additionally give people an at-home expertise we created particular Casa BACARDÍ kits available to purchase online, enabling them to recreate a Caribbean vibe. 

How has your advertising strategy advanced pre vs publish pandemic? 

The pandemic pushed us to pivot towards creating unique digital experiences for our viewers to maintain them engaged. Digital has always played a key function in our advertising strategy. Pre and post-pandemic we proceed to see it be a key avenue for communicating and connecting with our viewers. Today, hybrid models are necessary as we are continuously guaranteeing that we’re connecting with consumers on the bottom but in addition continue to construct connections digitally for at-home occasions.

At BACARDÍ, we are invested in content material as a car for engagement with shoppers. In line with this objective, content material creators and platforms are key for us. 

We identify the content we wish to create in addition to the place we’ve achieved the proper to participate. Each of our manufacturers then works with the content material creators that match the brand ethos in creating content material throughout these recognized passion factors of meals, music, comedy and extra. 

What are the top 5 consumer trends/preferences you might be witnessing currently within the business, throughout spirit categories?

In the previous few years, client preferences have evolved multifold. The 5 most prominent tendencies we at BACARDI have witnessed embrace:  

  • Digitisation: During and submit the pandemic we noticed the rise in recipe movies on Instagram, masterclasses on-line, on-line well being and health sessions, and so on. Now, digital has become a second language for everyone.

  • Home-tainment: In order to remain secure, shoppers have elevated consumption at-home resulting in at-home celebrations and leisure – additionally known as ‘hometainment’. Consumers are now consuming cocktails at residence and experimenting with a number of sorts of drinks. 

  • Drinking less, however better: Consumers are increasingly investing in prime quality alcohol and are inclined in path of buying from nicely established, trusted brands. Consumers at present are consuming much less however ingesting higher high quality.

  • Premiumisation: As the global luxurious market continues to grow, customers are trading up, and we’ve witnessed that super-premium spirits have grown by roughly 74% from 2020 to 2021 in India (IWSR 2021). We are the market leaders in international spirits in the standard and above rum, tremendous premium vodka, and premium gin. We aim to proceed to excite our new-age customers through the range and quality of our premium portfolio. 

  • Convenience: During the pandemic, the comfort of access to products from our properties elevated. We are seeing a rise in ready-to-drink consumption because the category caters to the needs of those consumers who are in search of handy, easy-to-consume merchandise. 

With physical events now coming back to the fore of consumer advertising, what does BACARDI have planned in India for the remainder of the year? 

As the world continues to open up, manufacturers are starting to show more excitement and optimism about hosting physical events for their shoppers, whereas ensuring that the activities are being carried out with the health and safety of all our shoppers and companions in thoughts and following all health and security pointers.

Here at BACARDÍ, we are known for creating distinctive out-of-home experiences for our consumers. We are excited to be back on-ground with our flagship properties similar to BACARDÍ NH7 Weekender, Casa Bacardi, The Doers Club, and extra. Earlier this year, we hosted the BACARDÍ NH7 Weekender in-person, which prioritized security protocols corresponding to verifying that buyers are fully vaccinated, maintaining social distancing wherever potential and limiting capacity to 25%. 

Looking at the year forward, we shall be curating revolutionary on-ground experiences for our consumers and companions in the again of a number of product launches and marketing campaign activations, to create some extra unforgettable moments with them. With a concentrate on hybrid fashions, we’re repeatedly guaranteeing that we’re connecting with shoppers on the ground but also continuing to build connections digitally for the at-home events.

Tell us a bit about upcoming product launches, marketing campaigns throughout brands?

Innovation is important to us at BACARDI to be able to remain related and stay forward of the curve. We have continually been expanding our premium spirits range, with the latest launch of DEWAR’s Japanese Smooth and the brand’s super-premium Double-Double vary. We also unveiled Bacardi Anejo Quatro, Bacardi Reserva Ocho, and Bacardi Gran Reserva as part of our premium rum range, with far more planned for the relaxation of the year. We have even innovated in the RTD range launching the first BIO RTD with Bombay Sapphire gin & tonic in a can, and the response for it in India has been phenomenal. 

How essential is experiential advertising for you?

Experiential marketing has helped us generate genuine brand consciousness, as it appeals to consumers’ senses via thoughtfully created experiences. We at BACARDI have for decades leveraged the various ardour points of our consumers in our experiential marketing strategies – be it music, tradition, meals, or creativity. This is evident in our properties corresponding to Casa Bacardi, The Doers Club, NH7 Weekender and Breezer Vivid Shuffle. 

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