Bourbon aims for a lasting legacy

While the reduction in import duties will undoubtedly bring bourbon within reach of many whisky enthusiasts, it is also being popularised through various events and campaigns designed to elevate its status among alcoholic beverages. As Diego Bianchi, General Manager (Emerging Markets and Barrel Select) at Sazerac Company puts it, the time for bourbon in India has truly arrived, and the reduced tariff is simply another well-timed boost.

The recent cut in import duties on bourbon whiskey is no doubt a positive step forward in promoting bourbon brands in the Indian market. According to industry experts, this is just the beginning. It will pave the way for more premium bourbon brands to become available in India, helping to expand the category and educate consumers on what bourbon is and why it deserves a place on their shelves. India’s whisky market, traditionally dominated by local spirits and Scotch, offers a unique opportunity for premium bourbons to establish a foothold.

“Educating the consumers about the unique attributes of bourbon overall and differentiating it from other premium spirits is critical,” says Diego. Showcasing bourbon’s versatility is equally important, as different mash bills result in varied flavour profiles. Weller, for instance, is a wheated bourbon, which makes it smoother and more approachable than those with a higher rye content.

India is also among the few markets where the consumption of spirits is not only growing but projected to continue across all categories, making it a key territory for American whiskeys. “As the world’s largest whisky market, India plays a pivotal role in Sazerac’s long-term growth strategy. In recent years, the country has seen a rising interest in premium American whiskey. The launch of Weller Bourbon earlier this year—one of the most awarded wheated whiskeys globally—underscores Sazerac’s commitment to bringing highquality, premium spirits to Indian consumers,” says Diego.

Though the bourbon category is still in its infancy in India compared to other spirits, companies like Sazerac see strong growth potential driven by favourable economic trends, evolving policies, and shifting consumer preferences, alongside the reduction in tariffs. “We have received a strong positive response to our brands, with retail and on-premise distribution steadily increasing month over month as more consumers discover and fall in love with our products,” Diego confides.

Exclusivity Matters

For bourbon to thrive in India, it’s crucial for producers to offer consumers something truly unique, a philosophy that Sazerac fully embraces. The company owns the renowned Buffalo Trace Distillery in Kentucky, USA, known as the world’s most awarded distillery and the oldest continuously operating one in America. Famed for blending tradition with innovation, Buffalo Trace continues to push the boundaries of bourbon-making through experimentation with mash bills, barrel techniques, and wood varieties.

This dedication to quality and innovation ensures a dynamic, globally relevant portfolio that resonates with whisky enthusiasts worldwide. Bourbon’s global rise is being driven by the premiumisation trend and the increasing popularity of cocktail culture. In India, where consumers have traditionally favoured other whisky categories, there’s growing curiosity about diverse flavour profiles fuelled by greater exposure to international spirits. Bourbon’s versatility as both a sipping whiskey and a cocktail ingredient enhances its appeal, positioning it as a standout choice. “This has resulted in a strong positive response from both consumers and mixologists alike,” Diego states.

Historic Origins

Since its origins in the Cognac region of western France, the Sazerac family name has commanded respect in the spirits industry. The original Sazerac de Forge et Fils was the spirit used in the first Sazerac Cocktail and by the mid-19th century, it naturally lent its name to the original Sazerac Coffee House. Between 1800 and 1850, Sazerac De Forge Et Fils Cognac arrived in New Orleans and quickly became a local favourite, spurring various iterations of the Sazerac House. Its historic locations and legendary patrons were instrumental in the development of a wholesale liquor business that eventually evolved into the global spirits company Sazerac is today

Slow & Strategic

While a revised tariff structure will inevitably influence long-term strategy for many bourbon brands in India, particularly in pricing, distribution, and marketing, Sazerac is one company which is not playing the tariff card as of now.

“It is not fundamental to our strategy. From the very beginning, our vision for India has been rooted in long-term ambition and strategic and sustained growth. Our aim is to introduce Indian consumers to the craftsmanship and heritage behind our premium bourbons, like Buffalo Trace and Weller, through carefully curated experiences and strategic partnerships, to build lasting loyalty and interest in our brands,” Diego says.

Claiming Ground

India’s whisky market presents both a challenge and an opportunity for premium bourbons like Weller. As such, Sazerac aims to raise awareness and elevate bourbon’s premium appeal by introducing interesting expressions into the market.

Educating consumers about bourbon’s unique distillation process and varied mash bills is central to this effort. Weller plans to tell compelling stories that celebrate its heritage, artisanal craftsmanship, and rich flavour profiles. “Through engaging and immersive campaigns, we will target whisky connoisseurs and premium spirit enthusiasts, showcasing the versatility of Weller in both classic and modern cocktail culture,” Diego shares.

To amplify visibility and foster brand loyalty, Weller plans to collaborate with bars and mixologists to create bespoke experiences, while also leveraging strategic partnership with influencers and tastemakers to position Weller as a sophisticated yet approachable option in India’s growing premium spirits segment.

Sazerac, therefore, plans to gradually expand its footprint from major cities to other premium liquor markets across India. Its plans include hosting exclusive tasting events, offering masterclasses for bourbon lovers, and working with luxury hospitality partners. The company will also run digital campaigns highlighting the brand’s heritage and smooth taste. By working with mixologists and influencers, Sazerac aims to reach a broader audience and ensure bourbon secures a spot among India’s whisky favourites, a journey aided by the reduced tariffs.