Adtnu Tiwari Takes Charge of Customer Marketing and RTD at Bacardi India

Bacardi India has announced the elevation of Adtnu Tiwari as the new Head of Customer Marketing and RTD. With more than a decade of experience across the premium and luxury spirits landscape, Tiwari’s latest role signals Bacardi’s continued focus on innovation and expansion in India’s evolving drinks market.

Tiwari shared the news via LinkedIn, marking a major milestone in his nearly four-year journey with the brand. Prior to this promotion, he held the role of Category Lead for Premium White Spirits, where he led key portfolios including Patrón, Grey Goose, Bombay Sapphire, and Martini. His leadership during this period was instrumental in growing Bacardi’s presence in the luxury spirits category and strengthening its reputation among discerning Indian consumers.

Taking on the customer marketing and ready-to-drink segments now puts Tiwari at the intersection of two of the most dynamic verticals in the beverage industry. RTD, or ready-to-drink, is gaining popularity across urban Indian audiences, especially among younger demographics looking for convenience, quality, and taste without the hassle of mixing. With a strong understanding of both brand strategy and evolving consumer behavior, Tiwari is well positioned to lead this high-potential category.

Before joining Bacardi in 2021, Tiwari served as Head of Luxury Customer Marketing at Diageo India. In that role, he built strong foundations for Diageo’s premium offerings. He also worked with William Grant & Sons, handling iconic brands like Glenfiddich and Balvenie as Brand Manager. His early career began at United Spirits Limited, where he rose through multiple brand leadership positions, including heading Black & White Scotch, Black Dog Scotch, and the Wines portfolio.

Across every role, Tiwari has consistently delivered consumer-first strategies, working closely with on-ground teams and distribution networks to ensure brand storytelling translated into real market growth. This holistic approach, combining category expertise and marketing precision, will now be central to his new mandate at Bacardi India.

In a market that is seeing increasing interest in mixology, premiumization, and experiential drinking, Tiwari’s elevation is also a reflection of Bacardi’s broader vision. The company is betting big on consumer marketing as a lever to connect deeply with both loyal customers and new-age explorers who are reshaping how India drinks.

With this leadership move, Bacardi India has signaled its intent to invest in agile, insight-driven growth for the future. Tiwari’s journey from category leadership to customer marketing and RTD is not just a personal win but a strong message from the company   that brand experience and consumer connection will be at the heart of what comes next.

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