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...