Premium Rum is tough category to crack. Indian Dark rum is primarily regular segment . I.e Old Monk , McDowell’s Celebration Contessa etc . Bacardi is trying to premiumize rum category for long but they have received limited success. India still remains a whiskey market so Indri ,its special editions will keep on doing well . But almost all Indian liquor companies are now trying jump into single malt band wagon. So competition will certainly increase .l
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