Bacardi aims to be world’s top catalyst for unforgettable experiences: Mahesh Kanchan

With the festive season driving consumer optimism and economic vitality, businesses have been intensifying efforts to stand out in a competitive landscape. Marketing strategies evolve to keep pace, leveraging both digital and in-store engagement and fostering an omnichannel approach that seamlessly blends online and offline messaging. Bacardi, a prominent player in the alcobev sector, has been tapping into this festive fervour with a thoughtfully curated portfolio and experiential marketing initiatives designed to resonate with evolving consumer preferences.

In conversation with Adgully, Mahesh Kanchan, Marketing Director, India and Neighboring Countries at Bacardi, speaks about the company’s consumer-driven approach this season, highlighting the launch of Indian-made Legacy Premium Whisky, specialized festive packaging inspired by regional artistry, and a lineup of creative campaigns. He shares insights into how Bacardi has been meeting consumer demand for premium, culturally relevant offerings, while strengthening brand loyalty through experiential activations.

Mahesh Kanchan observed that this festive season saw a definitive shift towards premium, high-quality experiences, with consumers eager to explore unique offerings and experiment with new flavours. He added that this shift not only reflects a taste for quality, but also a longing for shared experiences that create meaningful connections. India gathers to toast festive occasions, these trends are set to grow, with consumers seeking memorable, elevated experiences to celebrate together.

“At Bacardi, we are perfectly positioned to lead this festive wave with a diverse portfolio that embraces India’s love for innovation and nostalgia. As cocktail culture flourishes and world-class bars become central to celebrations, consumers are increasingly drawn to premium offerings. Iconic brands like DEWAR’S, PATRÓN, and BACARDÍ Carta continue to be favourites, while new offerings like DEWAR’S whisky highballs, tequila-based Picante cocktails, and the local flavors of BACARDÍ Mango Chilli and BREEZER Mango Peach cater to a growing desire for exploration. We are also excited about the nationwide rollout of LEGACY, our first made-in-India premium whisky, which arrives at the perfect time – offering an exceptional experience that beautifully complements India’s festive celebrations,” Kanchan further said.

While stating that the Bacardi kept consumers at the heart of everything it does, Kanchan informed that this festive season, the company introduced special festive packs for LEGACY, it inaugural Indian made premium whiskey, which is now available pan-India. These packs draw inspiration from the rich artistic traditions of India’s diverse regions, featuring traditional art forms such as Nakshi Kantha from the East, Kalamkari from the South, Jaali Work from the North, and Warli Art from the West. This curated collection celebrates the unique cultural fabric of the country and the enduring spirit of art and craft that transcends time. “We also introduced special festive limited edition packs for the 12 YO, 15 YO, and White Label editions of DEWAR’S, the world’s most awarded blended scotch,” he added.

Further to this, BOMBAY SAPPHIRE Creative Lab ‘Saw This, Made This’ campaign celebrated creativity and self-expression. Through this campaign, mixologists were invited to craft unique cocktails inspired by iconic Indian monuments. At its core, ‘Saw This, Made This’ embodies the belief that creativity resides within everyone, empowering consumers to explore their personal narratives through mixology. In this second phase, ‘Saw This, Made This’ will now take inspiration from the festive season, encouraging mixologists to create cocktails inspired by the festival of lights, Diwali.

“As we mark the year-end with a bang, we’re also tapping into India’s love for music through exciting artist collaborations, particularly with Bryan Adams’ seven-city India tour kicking off in December. Through these campaigns, we aim to elevate the festive spirit and connect with our consumers better, celebrating not just the occasion, but also the rich stories that accompany it,” Kanchan said.

He further said, “Experiential marketing is a powerful tool for creating meaningful brand experiences that significantly enhance customer engagement and loyalty.” With recent studies reaffirming that experiential marketing can elevate purchase intent by approximately 30%, and increase loyalty to brands for 40% of consumers, the impact of these strategies is evident.

During the festive season, which are inherently social occasions, this aspect becomes particularly relevant as consumers actively seek out themed experiences. From investing in customized workshops to hosting interactive events, experiential marketing can be critical during this time, enabling Bacardi to create genuine brand extensions that leave lasting impressions – ensuring the company and its brands remain top-of-mind and relevant to consumers during key celebrations.

When asked how the company stay in-tune with the preferences of consumers in terms of product innovation and marketing, Kanchan replied, “At Bacardi, our purpose is to be the world’s top catalyst for unforgettable experiences by making moments that matter. With an active pulse on consumer trends, we are always actively listening to consumers through direct and indirect feedback to build in directions that resonate. Our long-term vision and culture rooted in 3 Fs – ‘Fearless, Family, and Founder’s Mentality’ – enable us to remain agile, entrepreneurial and attuned to what truly matters to new-age consumers – enabling us to craft connections that are not only memorable, but also long-lasting.”

He further added that the launch of Legacy Premium Blended Whisky has been deep rooted in consumer preferences. “It’s the only Indian Made Premium Whisky which has a unique blend of Scotch Malts and Indian Grain whisky giving it an impeccably smooth taste. Likewise, our flavour innovations on Bacardi, which is Bacardi Mango Chili, is based on Indian consumers ‘Sweet & Spicy’ taste preferences,” Kanchan said.