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Diageo India enters ready-to-drink alcohol market, takes on Bacardi in nascent segment with Smirnoff Ice

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Diageo India enters ready-to-drink alcohol market, takes on Bacardi in nascent segment with Smirnoff Ice

Diageo India enters ready-to-drink alcohol market, takes on Bacardi in nascent segment with Smirnoff Ice

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. The move comes as alcohol companies look beyond traditional spirits and beer for new consumption occasions, although India's RTD market remains relatively small and faces challenges including state-level taxation and distribution. Diageo has launched Smirnoff Ice in different alcohol strengths, including 4% and 8%, with flavours such as peach and jamun. Advt

“RTDs globally are growing at 10%. Smirnoff RTD globally at 12%,” said Ruchira Jaitly, chief marketing officer at Diageo India. The company is the world's second-largest RTD player, she added. “For the last five to six years, we're seeing in India a tremendous appetite for repertoire consumption, especially amongst younger LDA consumers. We're seeing tremendous appetite for different flavour experiences," she said. Diageo's entry follows what USL managing director Praveen Someshwar described as a change in consumption patterns among younger legal-age consumers, who are experimenting with flavours and different formats.


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