SIP Proposal/Title :

Market Research Of Liquor Industry In India

Description of SIP in brief :

About Industry :

Liquor Industry The Indian Scenario Pegged at USD 35 billion, the Indian liquor market in the third-largest in the
world. Comparatively, in 2016, the average Indian consumes 5.7 liters of alcohol per year, which has increased
from 2.4 liters per person in 2005. 30% of the Indian population consumes alcohol regularly.The Indian alcohol
industry comprises of 4 categories: Indian Made Foreign Liquor (IMFL), beer, country liquor, and wine. Each of
these segments has a sale volume of between 230-260 million cases per annum IMFL IMFL constitutes the
largest segment of the Indian liquor industry in terms of value, due to the price per bottle, making up ~65% of the
total market by value. It is further bifurcated into Whisky, Rum, Brandy, Vodka, and Gin. It was expected to touch
a market valuation of above INR 3,000 billion by 2026, with a CAGR of 5.2% over the forecast period. The IMFL
industry is dominated by whiskey, the top-selling IMFL type in the country. Approx. 60% of the IMFL sold in the
country is whiskey. White spirits, i.e. clear alcohol, are the fastest-growing segment in the IMFL category. Vodka
is the most preferred alcohol among Indian youngsters. The segment is estimated to have grown by 25% in the
last few years. Beer Over the past two decades, beer has emerged as a popular drink among Indians. Third, in
the Indian alcohol beverage market, it has a market share of less than 20%.The market is expected to grow at a
CAGR of 7.6% over a forecasted period of 2018-24.

About Company :

Bacardi Limited is the largest privately held, family-owned spirits company in the world. Originally known
for its eponymous Bacardi white rum, it now has a portfolio of more than 200 brands and labels. Founded in
1862, and family-owned for seven generations, Bacardi employs 6,000 people, manufactures at 29 facilities
in 16 markets on four continents, with sales in more than 150 countries. Bacardi Limited refers to the
Bacardi group of companies, including Bacardi International Limited. The company sells in excess of 200
million bottles per year.The company's sales in 2007 were US$5.5 billion, up from $4.9 billion in 2006. In
recent years sales have stagnated, with the company recording US$4.6 billion in 2014. It laid off 10% of its
North American workforce in 2015.
Bacardi Limited is headquartered in Hamilton, Bermuda and has a 16-member board of directors led by the
original founder's great-great grandson, Facundo L. Bacardí. Along with other leading alcohol producers,
Bacardi is part of a producer commitments organization focused on reducing harmful drinking.
Bacardi India’s strategy has been to strengthen its core.
The maker of white, dark, and flavoured rums came to India—which loves its whisky—in 1998, but it was
only a few years ago that it launched its global whisky brands in the country.