Amid a noticeable shift in consumer preferences and favourable policy reforms, bourbons are quietly making their way into Indian bars and homes. While the barrel-aged American whiskey, made primarily from corn (maize), currently holds a smaller share of India’s overall whiskey market, its popularity is steadily rising.
“This growing interest is driven particularly by younger and urban audiences who are actively seeking premium, globally recognised spirits. Bourbon’s versatility, whether enjoyed neat, with water, or in cocktails, makes it especially appealing to consumers looking for distinctive and refined flavour experiences,” says Rishi Walli, senior director, marketing & IMFL brands, Suntory Global Spirits, India, makers of the popular Jim Beam and Maker’s Mark bourbon whiskeys. Jim Beam currently holds over 50% share of the American whiskey market in India.
As per alco-bev expert Vinod Giri, who is also the director general of industry body Brewers Association of India, it’s a natural evolution of consumers to seek differentiated products. “They are looking beyond blended Scotch whiskies. Single malt whiskies, Japanese whiskies, bourbons and such products with distinctive taste profiles are part of the same consumption uptrading stream,” he explains.
Why India’s new drinkers are choosing Bourbon
“What works in particular for bourbons as well as for other American whiskies like Tennessee is the widening exposure to American lifestyles through TV, films, and closer connect with the diaspora in the US. I also think that the marketing campaigns by brands such as Jack Daniel’s and Jim Beam have helped build American whiskey awareness in a big way,” adds Giri.
Sazerac, a privately-held American alcoholic beverage company, currently offers Benchmark bourbon, Buffalo Trace bourbon, Sazerac rye and the recently launched Weller lineup of bourbons in India.
“Our aim is to introduce Indian consumers to the craftsmanship and heritage behind our premium bourbons, through carefully curated experiences and strategic partnerships, to build lasting loyalty and interest in our brands,” says Diego Bianchi, general manager of emerging markets & barrel select, Sazerac.
Currently, bourbons sell around 100,000 cases annually, most of it being Jim Beam, as per Giri. “Tennessee whiskies (mostly Jack Daniel’s) sell another 110,000 cases. That’s very small even compared to Scotch whisky, which is around 8.5 million cases,” he adds. In comparison, Indian whisky sold over 243 million cases (in CY2023), as per reports.
Challenges and opportunities of a niche market
That said, as a whisky-drinking nation, India presents a tremendous opportunity for bourbons. “There’s already a strong appreciation for depth, complexity and storytelling in spirits. What bourbon brings to the table is a new flavour narrative, paired with strong origin and cultural cachet. That makes it ripe for exploration among consumers who are increasingly global in taste but still rooted in tradition,” says Vikram Damodaran, chief innovation officer of Diageo India that produces the Royal Challenge American Pride bourbon whiskey in India.
For bourbon to truly thrive in India, producers will need to balance accessibility with aspiration. “In the near term, it’s about education and experience—helping consumers understand what makes bourbon distinct, while offering them accessible, relatable ways to enjoy it. Storytelling and palate-friendly formats will all play a role in building intrigue and relevance. In the long term, the key will be localisation without dilution—staying true to bourbon’s identity, but innovating in ways that resonate with Indian tastes and occasions. Ultimately, the brands that will win are those that build cultural bridges, not just market share,” Damodaran adds.