Bacardi India has officially transitioned to a 100% digital media investment, emphasizing immersive, experience-led engagement rather than traditional mass-scale advertising.

This bold repositioning aims to connect with younger, culture-driven audiences across India’s urban markets.

According to Goodies Narayanan, Marketing Director, India at Bacardi, the company’s new philosophy is digital-first but experience-led.

With media spending now fully allocated to digital platforms, Bacardi is meeting consumers where they spend most of their time online.

This transition reflects broader global trends where digital captures a majority of attention and experiential marketing budgets continue to grow.

By placing digital at the centre of its strategy, Bacardi aims to drive deeper engagement rather than just broader reach.

From Spectacle to Immersion

In the past, Bacardi became known for large-scale cultural events that drew thousands of attendees. Today, the focus has shifted toward immersive, multi-sensory experiences that live both on the ground and online.

For example, recent editions of CASA BACARDI in Goa moved away from a single mega-venue concept to a series of curated zones featuring:

• Music stages with tailored themes
  
  
• Interactive creative spaces
  
  
• Workshops and lifestyle hubs

Rather than celebrating footfall alone, the brand now measures success through how meaningfully people participate in experiences.

How Digital and Experiential Work Together

Bacardi’s strategy doesn’t treat digital and on-ground experiences as separate silos. Instead, both are integrated to:

• Drive content discovery
  
  
• Inspire creator-led storytelling
  
  
• Fuel post-event social amplification

This content ecosystem means physical events are designed to be shareable and engaging online, while digital platforms spark curiosity that leads people to real-world experiences.

Targeting Gen Z and Young Millennials

Urban India is experiencing rapid shifts in drinking culture, especially among Gen Z and young millennials, who now account for more than 40% of spirits consumption growth in urban markets.

Too often stereotyped as high-volume drinkers, this cohort is actually cocktail-curious, interested in flavour exploration, moderation, and social moments rather than sheer alcohol consumption.

Bacardi’s campaigns and activations are crafted around these evolving tastes and preferences.

Measuring Impact: Beyond Headcounts

Experiential marketing has long faced challenges around ROI measurement. Bacardi is addressing this by closely tracking:

• Time spent engaging with experiences
  
  
• Depth of participation
  
  
• Content reach and creator amplification

Offline metrics are complemented by online analytics to provide a comprehensive understanding of campaign effectiveness.

Sustainability and Social Responsibility

Sustainability is woven into Bacardi’s brand experience strategy. Initiatives include:

• Use of bio-based drinkware at festivals
  
  
• Initiatives to reduce single-use plastic and support local communities

These efforts reinforce Bacardi’s commitment to environmental and social responsibility without compromising the consumer experience.

Business Performance and Strategic Confidence

The shift toward immersive, digital-centric engagement aligns with strong financial momentum:

• Bacardi India reported revenues of ~Rs 1,766 crore for FY23
  
  
• Premium segment showing accelerated growth
  
  
• EBITDA rose significantly over FY24

These metrics affirm that the digital-first, experience-led strategy isn’t just brand-building, it’s driving measurable commercial performance.

Conclusion: The Future of Alcohol Marketing in India

In a landscape where consumer attention is highly fragmented and regulatory restrictions constrain traditional advertising, Bacardi’s pivot toward digital and experiential brand building signals a new path forward.

By blending cultural relevance, immersive experiences, and a strong digital ecosystem, the company is positioning itself to stay relevant with today’s modern drinkers, especially younger audiences who value authentic, shareable, and emotionally engaging interactions.

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