March 5, 2026:
U.S.-based liquor company Brown-Forman, known for its famous Jack Daniel’s whiskey, plans to launch several more premium spirits brands in India over the next two to three years as it looks to benefit from the country’s growing demand for high-end alcoholic beverages.
The company intends to introduce El Jimador and Herradura tequila, along with Benriach whisky, as part of its strategy to expand its presence in the Indian market.
According to Gaurav Sabharwal, Managing Director of Brown-Forman India, the company sees strong potential in India due to rising incomes and increasing consumer interest in premium products. He said that earlier many consumers aspired to buy premium liquor but lacked access or affordability. Today, both availability and purchasing power have improved, which is driving demand.
Industry data also supports this trend. Market research firm IWSR estimates that India could become the largest spirits market in the world by volume by 2032, surpassing China. The country is also expected to add 15–20 million new alcohol consumers every year.
Brown-Forman currently sells about 10 brands in India, including premium labels such as Gin Mare, Woodford Reserve, and Glendronach. Globally, the company owns more than 40 brands.
Sabharwal said the company plans to bring three to four additional brands to India and increase investments in brand building and local operations to strengthen its presence. Although India is not yet among Brown-Forman’s top 10 global markets, the company aims to make it one of its most important international markets in the coming years.
According to business intelligence platform Tofler, Brown-Forman India’s sales rose 21% to ₹2.1 billion (about $22.9 million) in the financial year ending March 2025. Meanwhile, the company’s global net sales declined 5% to $4 billion during the year ending April 2025, partly due to weaker consumer spending in the United States.
Despite the growth potential, companies in India’s liquor industry still face several challenges, including high taxes, strict advertising rules, and complex state-level regulations. Sabharwal noted that building a diverse brand portfolio and expanding market reach are key strategies to navigate these challenges.
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