Weller brings a new era of Wheated Whiskey

For global liquor conglomerate Sazerac, India—one of the world’s largest whiskey markets—holds a pivotal role in its long-term growth strategy. The launch of Weller 12-Year-Old Kentucky Straight Bourbon Whiskey underscores the company’s commitment to bringing premium, high-quality spirits to this aspirational market, shares Diego Bianchi, General Manager of Emerging Markets & Barrel Select at Sazerac Company, in an interview with Bishan Kumar.
 

Weller is also one of the most awarded wheated bourbons globally, crafted by Buffalo Trace Distillery, which itself holds the title of the World’s Most Award-Winning Distillery. Wheated whiskey, including Pappy Van Winkle, which is also proudly made at Buffalo Trace Distillery, has long been renowned as some of the best premium bourbons in the world.

Weller Bourbon whiskey was launched in Mumbai and Haryana in early December and will expand to Delhi and Bengaluru early new year. Throughout 2025, it has plans for expansion in other metropolitan cities and premium liquor markets across India. Diego, who is very excited about Weller’s expansion, has big activation plans that includes hosting exclusive tasting events, engaging with bourbon enthusiasts through masterclasses, and collaborating with luxury hospitality venues.

Digital campaigns emphasizing the brand’s heritage and smooth taste profile, as well as partnerships with mixologists and influencers, will further drive awareness and engagement.
 

What sets it apart?

Weller is being launched in a market that has already begun to embrace other high-end global whiskey varieties. However, “its smooth flavour profiles, heritage-driven appeal and commitment to craftsmanship set it apart from the competitors,” Diego pointsout.

Wheated bourbon, such as Weller, replaces rye with wheat as the secondary grain in the mash bill. This offers a smoother and more approachable flavour profile compared to other whiskeys while maintaining an elegant drinking experience. Using this process, William Larue Weller, after whom the Weller brand was named, revolutionised bourbon in America in the early 1800s.

Specifically with the introduction of 12-year-old, Weller offers India’s first age-stated bourbon, representing a unique and premium variety “Unlike rye-heavy bourbons that often exhibit bold, spicy undertones, wheated bourbon like Weller emphasise a more mellow character and boast a delicate sweetness balanced by a rich, velvety finish that appeals to both connoisseurs and casual drinkers alike,” he adds.
 

Age, elegance and flavour

Weller 12-Year-Old is a smooth, well-aged drink with a rich bronze hue and tasting notes of almond, creamed corn and toasty vanilla, culminating in a long, oaky finish. This ultra-premium bourbon is best enjoyed neat or on the rocks. Priced at Rs 5,400 in Haryana and Rs 7,750 in Mumbai, it is the oldest age-stated bourbon available in India. Weller Special Reserve Bourbon features an exceptionally smooth taste with flavours of honey, butterscotch and a soft woodiness. Its sweet honeysuckle finish makes it versatile for sipping and outstanding in a cocktail like the Paper Plane. It is priced at Rs 2,500 in Haryana and Rs 4,500 in Mumbai.
 

Marketing Strategies

India’s whiskey market, traditionally dominated by locally produced spirits and Scotch whisky, presents a unique opportunity for premium bourbon brands like Weller. However, educating consumers about the unique attributes of wheated bourbon and differentiating it from other premium spirits is critical.

Given that spirits consumption in India is predicted to grow across all categories, it offers a unique opportunity for American whiskeys. Weller will focus on crafting compelling narratives that celebrate Weller’s rich heritage, artisanal craftsmanship and unparalleled flavour profiles.
To amplify visibility and foster brand loyalty, Weller plans to collaborate with relevant bars and mixologists to create bespoke experiences, while also leveraging strategic partnerships with influencers and tastemakers to position Weller as a sophisticated yet approachable choice in the premium segment.

Diego outlines that globally, bourbon consumption has been influenced by trends like cocktail culture and premiumisation. Indian consumers, traditionally whiskey drinkers, are now exploring diverse flavour profiles, driven by their increasing exposure to global spirits. Weller’s wheated bourbon aligns with this trend, offering a smoother alternative for those venturing into premium bourbons. “Additionally, the growing popularity of whiskey-based cocktails in India positions bourbon as a versatile and aspirational choice,” says Diego.
 

A Competitive Edge

Buffalo Trace Distillery is unmatched in its legacy, having operated continuously for over 200 years. Its dedication to craftsmanship, innovation and quality has earned it over 1,000 accolades. It is also committed to being the most innovative; firmly believing the American whiskey category is only bound by the ideas that have not yet been thought of.

“Forever on a quest to create the most perfect whiskey, for decades now the distillery has been experimenting to better understand the variables that affect the final bourbon product, such as unique mash bills, barrel char levels, temperature control and different types of wood,” Diego states.

Indian consumers can look forward to more exciting releases from Sazerac’s extensive portfolio, including innovative bourbons and other craft spirits tailored to meet the growing demand for luxury and authenticity in the Indian market.