Brown-Forman plans premium brands launch in India

Brown-Forman, the maker of Jack Daniel's, plans to introduce several premium spirits brands in India over the next two to three years as it looks to capitalise on the country’s rapidly growing demand for high-end liquor, according to a report by Reuters.

The US-based liquor company intends to launch brands like El Jimador, Herradura and Benriach in the Indian market, expanding its presence in what it sees as a key growth destination in Asia.

Speaking to Reuters, Gaurav Sabharwal, Managing Director at Brown-Forman India, said, the company expects to add three to four new brands in India within the next two to three years, broadening its current portfolio of around 10 labels available in the country.

He noted that rising incomes and changing consumer behaviour are driving the shift toward premium spirits in India. “Earlier, the aspiration used to be there, but the access or the affordability was limited. Today, the access and affordability are matching with aspirations,” he told Reuters.

Brown-Forman imports and sells several premium labels in India, including Gin Mare, Woodford Reserve and The Glendronach.

Although India is not yet among Brown-Forman’s top 10 global markets, Gaurav said, the company plans to increase investment in brand building and strengthen its local organisation to expand its footprint.

He also noted that liquor companies operating in India need to diversify portfolios and widen market reach to navigate the country’s complex and evolving regulatory environment.