Bacardi enters TN market

Bacardi India Pvt Ltd, the wholly-owned subsidiary of Bacardi Ltd, today announced its entry into the Tamil Nadu beverages market, by launching two products – Bacardi Superior Rum and Eristoff Vodka. The company has tied up with Chennai-based SNJ Distillers, for bottling these products for the Tamil Nadu market.

Speaking to reporters after launching the company's brands in Chennai, Arvind Krishnan, general manager (marketing), Bacardi India Pvt Ltd, said that till now, the company was importing the products to cater the Tamil Nadu market, which resulted in higher cost compared to other products.

“Through the tie-up with SNJ Distillers for bottling the products in the state, the product prices are expected to be considerably lower than the earlier prices,” he said.

 

He noted that, once the company start bottling at Chennai, the prices of the products would be a third of its imported products.

The company has said it would launch few more brands in the state that are currently available in other metros, said Krishnan. He declined to comment further.

The products will be manufactured in SNJ's bottling unit in Kakkabhiranpuram village, near Chennai, said S N Jayamurugan, chairman and managing director, SNJ Distillers Pvt Ltd.

Currently the company has a capacity to produce 900,000 cases per month, of which the current capacity utilisation is nearly 600,000 cases per month.

Bacardi India Pvt Ltd, a fully-owned subsidiary of Bacardi Ltd, supplies products to the rest of the country from its core distillery in Nanjangode, Karnataka.