Sazerac, one of the world's largest spirits companies, is increasing its focus on India, aiming to capitalize on the country's growing affluent consumer base and their increasing appetite for luxury liquor. The US-based company, known for its Buffalo Trace, Weller, Benchmark, and Sazerac Rye whiskey brands, is strategically focusing on curated experiences, the burgeoning cocktail culture, and its established local partnership with John Distilleries to facilitate expansion in India, which is already the world's largest whiskey market.

While India's whiskey market has traditionally been dominated by Scotch and domestic whiskies, bourbon, with its distinctively sweeter and more approachable flavor profile, is gaining traction among younger drinkers and premium consumers. Diego Bianchi, General Manager of Emerging Markets and Barrel Select at Sazerac, has stated that the company views India as a "long-term ambition and strategic growth market". Sazerac's strategy is centered around education and visibility, intending to integrate bourbon into the country's evolving spirits culture.

Sazerac plans to introduce its Buffalo Trace Distillery bourbons in major Indian cities. The company recently launched Weller Kentucky Straight Bourbon Whiskey in Mumbai and intends to quickly expand to other significant markets such as Haryana, Goa, Karnataka, and Delhi. John Distilleries will be a crucial partner in this expansion. According to industry observers, Sazerac owns over 40% stake in John Distilleries Ltd. Sazerac has been investing in JPL since 2017 after it acquired a minority stake.

Alcohol sales in India are projected to grow by 8-10% to ₹5.3 trillion in FY26, with anticipated profit improvements. A recent Crisil ratings report, based on data from 25 major liquor firms, forecasts a 5-6% rise in overall volumes, primarily driven by spirits like whiskey and rum, which contribute nearly 70% of the industry revenue.

Sazerac's focus on the Indian market aligns with the ongoing trend of premiumization, driven by the country's economic growth and increasing disposable incomes. The company aims to introduce Indian consumers to the heritage and craftsmanship behind its premium bourbons through carefully planned experiences and strategic partnerships, building lasting brand loyalty and interest.

Sazerac recognizes India as a priority market and plans to continuously introduce more of its award-winning bourbons from the Buffalo Trace Distillery. The company believes there's a shift in consumer preference toward quality, which Weller embodies with its smooth and complex taste that appeals to a wide range of consumers, including women.

According to a report, younger consumers are initially drawn to Irish and US whiskies, but older drinkers are also trying and repurchasing them. In 2023, US whiskey held a 0.1% market share in India and is expected to register a compound annual growth rate of 3.2% from 2023 to 2028.

While Scotch whisky currently dominates the high-end premium whisky market in India, premium consumers are increasingly open to exploring different categories. Despite potential tariff concessions on Scotch whisky imports due to ongoing free trade agreement discussions between India and the UK, experts remain optimistic about the continued growth of premium whisky sales, including bourbon, as consumers are more willing to experiment with various whiskey types.