Bacardi unleashes The Creator's Hub and Living Victoriously
Ambrosia|October 2020
Aastha Gupta, Brand Manager - Premium White Spirits (India & SEA), Bacardi India Private Ltd., explains the two marketing programmes Creator’s Hub and Living Victoriously, the company is unveiling in India for it’s two brands Bombay Sapphire and Grey Goose. Creator’s Hub supports the bartender and Living Victoriously creates exceptional home celebrations in partnership with hotels.
Aastha Gupta

How important is the gin category for Bacardi in India?

Gin consumption in India, especially within the urban cities, has been steadily increasing and we are seeing India poised for a gin boom. Consumers today are increasingly drawn to gin versatility – gin is imaginative, in vogue and a drink to be seen with and Bombay Sapphire, with our versatile liquid and rich heritage, is in a strong position to lead the future of the new gin era.

Gin’s recent success is owed to new products embracing unique styles that people find more accessible than the more established brands. Bombay Sapphire, with its approachable brand ethos, has been the pioneer of this. As leaders of this thriving category we are leading the gin revival with innovative experiences and serves for our experimental consumer.

India has the potential to be at par with the global gin movement that is exploding in all corners of the world, and we see Bombay Sapphire as a key brand within the Bacardi portfolio.

What are the key features of Creator’s hub and what are the main objectives?

Creator’s Hub is a programme that encourages and inspires bartenders to bring their imagination alive and pursue creative passions and skills beyond bartending. The initiative funds, provides direction and supports with resources needed for bartenders to fully explore and express their creativity, bringing their ideas and passions to life. Through the programme, we aim to fire up the trade’s creative spirit as well as advance their knowledge and skills by creating an immersive educational experience that champions creative self-expression.

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