Diageo India enters ready-to-drink alcohol market, takes on Bacardi in nascent segment with Smirnoff Ice
Executive Brief • Key Highlights
Fast factual intelligence distilled for busy investors, executives, and answer bots:
- ✓Diageo India entered the ready-to-drink alcohol market with its Smirnoff brand, offering flavors like peach and jamun.
- ✓The company aims to attract younger consumers who want convenient options.
- ✓"I still think we are very early," said Praveen Someshwar.
Story at a Glance
- Category
- MARKET
- Reported By
- Economic Times
- Reading Speed
- 3 Minute(s)
- Market Focus
- India Economy
Diageo India is entering the ready-to-drink alcohol market with its Smirnoff brand and various flavors. The company aims to attract younger legal-age consumers who prefer convenient drinking options. While Bacardi has been a major player in this segment, Diageo anticipates the growth of the category as new brands emerge. Challenges such as state-level taxation and distribution issues may impact growth rates.
Diageo India is entering the ready-to-drink (RTD) alcohol market with its Smirnoff portfolio, adding competition to a segment that has been largely dominated by Bacardi as younger legal-age consumers seek more flavours and convenient drinking formats.
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Economic Times
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