October 3, 2025

Big news from the whiskey world! Sazerac, one of the largest spirits companies globally, is all set to make India a key player in its growth story. Why? Because India is booming as the largest whiskey market and people here want better, premium drinks. More money in their pockets means they are ready to pay for quality and new taste experiences. Diego Bianchi, Sazerac's Vice President, Global Hubs & Barrel Select, shared his excitement: "What's exciting about India is that it's one of the few whiskey markets that's still growing. Every year, new consumers are entering the category." That means more people are joining the whiskey club year after year! To grab the Indian customer’s attention, Sazerac has already introduced American favorites like Buffalo Trace, Weller, Benchmark, and Sazerac Rye. These brands are stepping into a market mostly ruled by Scotch whisky. "Over the last five years, the premium whiskey segment has more than doubled in volume, which provides Sazerac with a great opportunity," Bianchi added. Though exact money talk is hush-hush, Sazerac confirms it’s a long-term game. They want to keep pushing their brands hard and make sure Indian consumers can find drinks that fit their tastes and lifestyle. A big flavor bet? American Bourbon! Known for its sweet and smooth taste, Bourbon is expected to charm curious Indian taste buds ready to explore new flavors. "Indians are curious, they are spending more on quality experiences, and they are looking to explore new spirits," Bianchi said. A major boost came recently when India cut import duty on Bourbon from 150% to 100%. This tax relief makes Bourbon more wallet-friendly. But wait, India also signed a free trade deal with the UK, hugely slashing Scotch whisky import tariffs from 150% now down to 75%, and later 40% over a decade! This means Scotch gets cheaper too, shaking up the spirits battle. Bianchi sees this as a taste clash but says, "The whiskeys made in America versus the UK are fundamentally different products with distinct taste profiles, and we believe there is room - and appetite - for both on the bar." So, both Scotch and Bourbon lovers can rejoice! Sazerac plans to spread the bourbon gospel by educating consumers about its unique distillation and different mashbills that make Bourbon special. On the home front, Sazerac holds a 60% stake in John Distilleries, makers of the famous Paul John Whisky. Bianchi calls their partnership "productive," helping Sazerac learn local flavors, marketing, and making whisky tailored for India. What about the famed Paul John Single Malt? It’s already making waves globally, sold in 44 markets like the US, Canada, Germany, France, UAE, Australia, and the UK. "With Paul John Single Malt, we are telling the story of Indian craftsmanship as well as our award-winning portfolio," Bianchi said proudly. So, get ready India! Whether it’s smooth Bourbon or classy Paul John, Sazerac is bringing new fire to your glass and raising the spirit game to a whole new level.

Read More at Economictimes →

Tags: Sazerac, India whiskey market, Bourbon whiskey, Premiumisation, Paul john whisky, Import duty,