India’s growing economy and rising disposable income are driving a shift towards higher-quality spirits, making it an attractive market for Sazerac.
The company, which owns a stake in John Distilleries Ltd (based in Bengaluru), will leverage this partnership to help introduce and promote Bourbon whiskey, especially from Buffalo Trace Distillery, in major Indian cities. Sazerac’s GM for Emerging Markets, Diego Bianchi, confirmed that India is a priority market for the company, with plans to continuously bring more of their award-winning bourbons to the country.
Sazerac recently launched Weller Kentucky Straight Bourbon Whiskey in India, produced at Buffalo Trace, the oldest operating distillery in the US. The company sees a shift in Indian consumer preferences towards quality whiskey, with Weller’s smooth, complex flavor appealing to a broad range of consumers, including women.
In addition to its Bourbon ventures, Sazerac holds over 40% of John Distilleries, known for its popular Paul John single malt whiskey. Bianchi emphasized the importance of this partnership, noting that John Distilleries’ local expertise helps Sazerac navigate India’s complex and highly-regulated market.
Sazerac’s focus on India reflects its broader strategy to expand Bourbon’s presence in the country. The company is planning to roll out Weller in cities like Mumbai, Haryana, Goa, Karnataka, and Delhi with John Distilleries as a key partner. Although Scotch whisky dominates the premium market in India, the rising trend of premiumization shows that consumers are open to exploring other whiskey categories, including Bourbon.
The ongoing discussions between India and the UK on a free trade agreement could potentially reduce tariffs on whisky imports, which are currently as high as 150%. Despite this, experts believe that premium whisky sales, including Bourbon, will continue to grow, as consumers are increasingly willing to experiment with different whiskey types.
