Bacardi Unveils Mango-Chilli Rum: A Sweet-Spicy Fusion for Gen Z

Bacardi has launched a new mango-chilli rum, combining sweet and spicy flavors specifically designed to attract Gen Z consumers. This innovative fusion aims to cater to the adventurous palates of younger drinkers, making it an ideal choice for cocktails or standalone enjoyment. With this addition, Bacardi continues to evolve its product offerings to meet the evolving tastes and preferences of the next generation.

India's longstanding love for mangoes has created new opportunities for rum consumption, according to Bacardi India's brand lead. The company has launched Bacardi Mango Chilli, a new flavored rum that combines the sweetness of mango with the heat of chili. To promote this product, Bacardi has partnered with Instagram influencer Radhika Seth for a brand advertisement.

The campaign highlights the dynamic ways younger consumers engage with brands, showing that alcohol has transitioned from being associated solely with special occasions to a lifestyle choice. Ashish Jha, Bacardi India’s brand lead, noted that “alcohol today is synonymous with a variety of different occasions, not limited to just drinking and getting drunk.”

Bacardi’s marketing strategy focuses on experiences rather than traditional celebrity endorsements. Jha emphasized, “Bacardi doesn’t believe in brand ambassadors or celebrity endorsements. We’re not looking for reach; we’re looking for consumers who share the brand’s values.” This strategy prioritizes authenticity and aims to connect with consumers who resonate with Bacardi’s values.

Regarding the new flavor, Jha stated that Bacardi is dedicated to continuous innovation while keeping consumer preferences in mind. The launch of this product was inspired by India’s deep affection for mangoes, with extensive research conducted to create a flavor profile appealing to various regions. “India’s mangoes vary significantly by region, and we aimed to create a flavor that resonates across the country,” he explained.

Jha further emphasized Bacardi’s approach to understanding consumer preferences through collaboration with flavor houses, experimenting with bold, local flavors. The sweet and spicy taste is designed to suit multiple drinking occasions, whether for shots or cocktails. “The product’s versatile flavor opens up new occasions for rum consumption, from casual gatherings to special events,” he added.

While Bacardi Limon has been the brand's best-selling product in India, Jha is optimistic that the Mango Chilli variant will capture a significant market share. “We’re seeing the sweet and spicy trend growing, so we expect Mango Chilli to be the next big hit,” he noted.

The campaign aims to cater to changing consumer tastes, similar to the popularity of Limon due to its refreshing citrus flavor. Bacardi seeks to provide a comprehensive consumer experience rather than merely launching a new product. Their strategy encompasses a 360-degree approach to engage consumers both online and offline.

Jha remarked, “Our consumers are not limited to social media; they engage in bars, attend events, and spend time with friends and family. Our campaign reflects this by combining social media, events, and partnerships with bars to connect with them across various touchpoints.”

Bacardi organizes events like NH7 Weekender and Casa Bacardí On Tour, designed to offer immersive experiences where consumers can enjoy the new Mango Chilli flavor in lively settings. Jha emphasized, “We focus on ensuring the Mango Chilli experience is top-notch, whether through bars, events, or other engagements. We want to make sure that BACARDÍ Mango Chilli is part of a larger, enjoyable experience for our consumers.”

Ultimately, the aim is to center the consumer experience in all brand activities, introducing the beverage in ways that maximize its appeal and impact.

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Source: Afaqs‍