Thirst for spirits amongst younger Indians drives Rexam can growth

By Ben Bouckley

- Last updated on GMT

Related tags Marketing Supply and demand

Thirst for spirits amongst younger Indians drives Rexam can growth
Packaging giant Rexam says it is excited by demand for whisky-based ready-to-drink (RTD) products in India, and has also seen double-digit growth for other spirits in the region.

The firm recently announced the launch – with Beam Global India, part of the world’s fourth-largest beverage producer MNC Beam – of two new Teacher’s-based whisky based RTD products in 330ml cans, the first launches into this category on the Indian market.

Venkii Iyengar, vice president of sales and marketing at Rexam India, told that whisky-based RTD was a relatively new segment. “[But] India, for example, is one of the world’s largest whisky consuming countries and a convenient whisky and soda/cola in a can fits well as the market has already been exposed to other spirit-based RTDs with rum, vodka.”

However, Iyengar said that the segment needed good brand building, smart distribution channels and “more importantly, time to grow”.

On-the-go consumption trend

Opportunities for expansion within Indian RTD whisky were great, according to Iyengar: “The increased drive by consumers for convenience and ease, and on-the-go consumption, means that packaging needs to be easy and efficient to assist people in their time-pressed lives.”

He added: “Single-serve whisky premixes give the consumer the opportunity to choose a fresh, new drink alternative every time.”

By exploring attitudes and behaviours across a wide variety of geographies and consumer groups, Rexam was able to become more innovative and meet consumer needs, Iyengar said.

“We already have a plant in India and our market and consumer focused approach allows us to build deeper and more effective partnerships with our customers at every level of the business.”  

Since beverage cans provided a single-serve offering for consumers, they were ideally positioned for ready-to-drink and pre-mixed spirits, he said.

He added: “We’ve already seen development of a number of these RTD pre-mixes in single-serve cans on the market in the UK and would expect continued growth in this market.”

Satish Kaul, vice president of operations at Beam Global India, said: “We have witnessed a high level of consumer demand for the new Scotch-based product, especially amongst premium beer drinkers.  

“The cans have allowed us to introduce consumers to our Teacher’s whisky, whilst maintaining the easy and refreshing drinking experience of canned beer.”

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