For over 162 yrs, Bacardi has been a catalyst for connection & community:Sameeksha Uniyal

In the ever-evolving landscape of consumer engagement, BACARDÍ emerges as a beacon of innovation, seamlessly blending cultural moments with unforgettable experiences. At the helm of this dynamic approach is Sameeksha Uniyal. In this exclusive AG Talk interview with Adgully, Sameeksha Uniyal, Brand Lead, BACARDÍ India, shares insights into BACARDÍ’s unique marketing strategy, which transcends traditional methods to engage consumers on a profound level. From music festivals like the iconic NH7 Weekender to the electrifying CASA BACARDÍ experiences, she unveils the brand’s commitment to tapping into the diverse interests of its audience.

Delving into the essence of BACARDÍ’s success, Uniyal highlights the brand’s ability to stay ahead of consumer trends while maintaining a strong focus on sustainability and social responsibility. Through initiatives like waste management at festivals and inclusive event partnerships, BACARDÍ is not just a purveyor of premium spirits but a catalyst for positive change.

As the brand looks towards the future, Uniyal reveals some exciting upcoming activations and product launches that promise to captivate audiences and cement BACARDÍ's position as a leader in the spirits industry.

Could you elaborate on how BACARDÍ’s approach to marketing goes beyond traditional methods to engage with consumers on a deeper level, leveraging the appeal of music, dance, food, cocktails, gaming, and fashion?

Consumers are at the heart of everything we do at BACARDÍ. The goal with our marketing strategy is to tap into the moods of our consumers and meet them in the arenas and at the touchpoints that they are most interested in. Consumer centricity and responsible marketing are the driving philosophies behind the multifaceted experiential events that we curate for the Indian audience. Our flagship experiential event, the BACARDÍ NH7 Weekender, is one of India’s leading music festivals and brings together the various categories of great music, food, and signature BACARDÍ cocktails. The multiple chapters of CASA BACARDÍ experiences held across India are introducing the Caribbean style of celebration to the country, providing a stage for unique movements in music, dance and self-expression, along with a variety of fashion and streetwear exhibits. Together, these experiences cater to a variety of growing interests and micro communities in India. We are committed to amplifying these categories of emerging and exciting experiences that resonate with consumers, while also doing it in unique ways that resonate with the spirit of responsible celebration that BACARDÍ represents.

In a crowded market, what unique selling propositions (USPs) does BACARDÍ offer to stand out and capture the attention of the modern consumer?

Consumer tastes and cultural trends today are constantly evolving. The modern consumer is actively looking to experiment with their cocktail choices in 2024, and there is a growing demand for innovative and premium drinking experiences that resonate with their interests.

At BACARDÍ, we see it as a priority to evolve with our consumers, and to keep our offerings relevant to the latest tastes of our audience. BACARDÍ has established itself as a leader in India’s alcobev sector through its innovative and exciting offerings – both in terms of products and experiential activations. We keep a finger on the pulse of consumer tastes and larger industry-wide trends, using it to better cater to the moods of our consumers. Some of our most recent innovations for the Indian market are the BACARDÍ Reserva range of premium upper shelf aged rums, and the BACARDÍ Ginger and BACARDÍ Green Lime flavours, which are experimental combinations of refreshing Indian flavours and BACARDÍ’s signature smooth taste.

Whether it is through micro-experiences like the CASA BACARDÍ Container, which was an immersive musical experience within a cocktail festival, or a large multi-experiential activation like the BACARDÍ NH7 Weekender, BACARDÍ is committed to bringing new and exciting offerings to today’s audiences. We have consistently evolved to incorporate digital-only mediums such as the virtual BACARDÍ NH7 Weekender Experience and the CASA BACARDÍ Metaverse event; taking the party on the road with CASA BACARDÍ On Tour; and even giving the consumers the freedom to express their true party spirits on the CASA BACARDÍ Halloween event. Through these, we have curated a variety of memorable experiences across the spaces of music, dance, and more that have captivated our consumers across the country.

Sustainability and social responsibility are increasingly important factors for today's consumers. How does BACARDÍ integrate these values into its brand identity and experiences, particularly when engaging with the youth demographic?

BACARDÍ has been making significant strides towards sustainability, which is not only limited to manufacturing or production, but also reflected in the experiences we create. Since the 2022 edition of the BACARDÍ NH7 Weekender festival, we have ensured that all waste generated was responsibly disposed of. During the 2022 edition, over 86%, amounting to about 4000 kg of the waste was composted or reused. Only 600 kg or 14% of waste was handed over to the municipality as rejected waste.

We further cut down on plastic waste at the festival by eliminating single use plastic cups, plates, and bottles at the venue, instead using compostable rice husk cups and plates for all food and beverage service. This step is now a standard practice at the experiences we curate.

BACARDÍ is also actively committed to social responsibility in our operations and properties. Since 2022, we have endeavored to make accessible spaces by creating unique experiences. For the 2023 edition, we partnered with specialist organisations to ensure the festival was an inclusive and safe space for people of all genders. We further initiated our ‘Enjoy responsibly’ initiative by offering a free shuttle service for attendees to commute safely to and from the festival at different accessible points in the city.

In what ways has influencer marketing contributed to the brand’s success?

Influencer marketing has been a regular component in our consumer marketing strategy, and we partner with them to connect with their select micro communities for events and activations that are well-suited to this amplification. Social media today is a powerful tool in connecting with communities around the world. It is also a medium that allows consumers and creators alike to express themselves in a variety of ways and formats. This level of creativity and self-expression is a core value for BACARDÍ, and we have thus, extensively worked with content creators and influencers to bring new value propositions to audiences. For instance, in our recent BACARDÍ MIX’R campaign, we partnered with Shah Rule to bring the product proposition to people through the fresh format of the hip-hop themed BACARDÍ MIX’R anthem ‘Bring Your Own Mix’.

We further partnered with a variety of city-based bloggers and creators across the many chapters of CASA BACARDÍ across India. For the latest edition of the BACARDÍ NH7 Weekender, we also worked with leading influential artists to create engaging content for consumers online. Thus, it has certainly helped us connect with our audiences in a variety of interesting ways.

What was the performance of Bacardi during the festive season?

While the festive season is a prominent celebratory occasion in India, our focus is on delivering meaningful experiences and ensuring effective brand performance in the market on a year-round basis and have been successful in securing ourselves as a leader in the Indian white spirit’s segment.

What trends do you see emerging in outdoor media advertising, and how is Bacardi adapting to capitalize on these trends?

Outdoor media has undergone a variety of exciting evolutions in recent years. OOH advertising is now frequently combined with digital intervention to secure audience attention in novel ways. Similarly, a variety of outdoor media installations and campaigns are incorporating new formats and experiential displays, which blur the line between advertising and experiential installations, which generate a great amount of curiosity. While we at BACARDÍ currently don’t have any immediate plans for this medium, we are actively following the great work done in this space across the globe and considering a variety of exciting possibilities to tap this format in the future.

What sets BACARDÍ apart from its competitors in terms of connecting with modern consumers? Are there specific philosophies or principles that drive the brand’s approach?

Our consumers are at the heart of all our efforts at BACARDÍ. From quality products to inclusive and safe events, we are committed to building consumer experiences that not only excite our audiences, but are meaningful and memorable. This approach has helped us build a strong cultural connection with the Indian audience, building BACARDÍ into a brand that stands for unique experiences in the space of culture, music, dance, fashion, and self-expression. For more than 162 years, we’ve been proud to be a catalyst for connection and community, bringing people together for key moments of celebration over shared interests and a desire for connection. This legacy is what gives us our competitive advantage in the market, as consumers seek out BACARDÍ products and experiences to indulge in this sense of connection with our latest offerings. Our vision is to build the world’s most loved spirits brands that are iconic, lasting, and that transcend categories, and all our approaches are tailored to help us accomplish this goal and deliver meaningful results to our consumers.

Could you provide a glimpse into some of the exciting experiences and activations consumers can anticipate from BACARDÍ in the coming months, and how these align with the brand's overarching marketing strategies and goals?

BACARDÍ has set a high bar when it comes to creating memorable experiences in India. In both our past and future experiences, our goal is to connect with our consumers in a meaningful way and build brands that are widely loved by our consumers. In the coming year, we have a variety of exciting plans for our Indian audiences that include exciting launches and novel experiential events that will quench their thirst for adventure, while we continue to create quality products that will be a part of their best real-life moments and memories.