From boozy benders to mindful mixes: Bacardi’s India playbook for new gen sippers

Once known for wild weekend benders, India’s alcohol consumption landscape is seeing a generational shift. As Gen Z increasingly opts for moderation, mindful drinking, and even no-proof options, legacy brands are reevaluating their relevance, focussing not only on taste but also on tone. This changing consumer behaviour is at the heart of how Bacardi India is recalibrating its product strategy and messaging.

Ashish Jha, brand lead of Bacardi India, notes that the younger audience remains curious and experimental; however, they are not drinking with the intention of getting drunk. “It's more about socialising, expressing yourself, and drinking in moderation,” he told afaqs! during Bacardi’s summer campaign.

Ashish Jha, Bacardi India

Drinking less, but more often?

A 2023 Gallup survey in the US found that the percentage of adults under 35 who consume alcohol decreased from 72% in 2001–2003 to 62% in 2021–2023. 

A study from the University of Michigan revealed that the percentage of college-age abstainers has risen from 20% to 28% over the past two decades. Berenberg Research has also reported a 20% decline in per capita alcohol consumption among Gen Z compared to millennials at the same age.

India is also gradually reflecting this shift. The shift in brand responses is evident in India. Bacardi offers a selection of non-alcoholic mixers, featuring Mojito and Long Island Iced Tea variants, aimed at attracting both drinkers and those who abstain from alcohol.

“We’re not seeing people completely say no to alcohol, but they want more choice lighter cocktails, low-ABV drinks, or non-alcoholic options.” 

He added that cocktails inherently dilute alcohol content and provide an effective means to moderate consumption. Bacardi, for example, introduced Breezer in the early 2000s to appeal to light-drinking consumers — an approach that continues to influence its innovation strategy.

A flavour-led market, reimagined for today

Speaking about the brand’s summer strategy, Jha highlighted Mango Chili—not a new SKU, but rather a returning seasonal favourite. “India is a flavour-led country,” he said. “Mango is one of the most loved fruits, and spicy drinks are gaining traction. So we thought, why not blend the two?”

Mango Chilli, which was originally launched following thorough product testing, has now been integrated into Bacardi’s core portfolio. “The first-year numbers were strong. This year, the focus is on scaling execution,” he said.

Although cocktail culture is on the rise, Jha noted that simple mixes continue to prevail.

“People prefer a drink they can mix with just soda or water. Mango Chili fits that consumption pattern well.”

Global playbook, local flavour

Mango as a flavour was not solely an Indian concept. “Mexico, like India, is big on mango. They launched a similar variant first,” Jha shared. “But we tweaked ours based on consumer input balancing sweetness with spice for the Indian palate.” Bacardi’s innovation strategy is defined by this co-creation approach.

“We look at global trends and test them locally. If something resonates, we roll it out. Otherwise, we adapt.”

Decoding early sips and shifting cities

So, what are the primary growth drivers for Bacardi? Tier II cities such as Bhubaneswar, Indore, Lucknow, and Nagpur, according to Jha.

“We’re seeing strong uptake in non-metro markets where aspiration is high, and access to experiences is expanding.” 

The company targets the "LDA plus four" segment, which includes consumers who have just reached the legal drinking age and extends up to four years beyond. This typically ranges individuals aged 21 to 25 or 25 to 29, depending on the market. This group constitutes their primary consumer base, which Bacardi perceives as more adventurous and receptive to new formats.

“In that early phase of their consumption journey, they’re forming preferences,” Jha explained. “If we can connect with them early, the brand stickiness stays longer.”

Drinking occasions are changing too

The era of alcohol being limited to weekends is diminishing. Bacardi has reported an increase in weekday consumption, after-work gatherings, and solo socialising. “It’s not about the channel anymore, bar, home, pop-up,” said Jha. “It’s about the mood and the moment.”

With this shift in mind, Bacardi’s summer campaign emphasises vibrant self-expression, showcasing a variety of flavours, formats, and event pop-ups throughout Indian cities.  “We want to meet consumers where they are,” Jha added.

From ‘getting drunk’ to ‘drinking smart’

The notion of alcohol consumption as mere escapism is evolving, as younger consumers seek moderation and older segments explore variety, shifting the focus towards experience, expression, and occasional indulgence.

In this shift, brands such as Bacardi are discovering that relevance now encompasses more than just resonance; it also entails adaptability.