NEWS
AMERICAN BOURBON IS RIDING HIGH IN INDIA
By Siulan Law Mathews DipWSET
18-4-2025
Source: Whisky Exchange
The popularity of American Bourbon in India is on a remarkable upward trajectory thanks to its appeal to a wide spectrum of Indian consumers.
The global Bourbon market is experiencing robust growth, and India has emerged as a key market in this expansion.
Projections indicate that the global market will grow from approximately USD8.2 billion in 2022 to USD12b by 2030, with India contributing to this positive momentum.
One of the primary factors driving Bourbon's success in India is the evolving taste preferences of consumers. The growing Indian middle class, with an increasing disposable income, is eager to explore international spirits and embrace Western culture.
Bourbon, with its distinct sweet, spicy, and woody flavour profile, offers a taste of the West in an increasingly globalized society.
Indian consumers, known for their diverse palates, are drawn to Bourbon's unique notes of caramel, vanilla and oak, which provide a refreshing alternative to traditional spirits.
The Bourbon boom in India is also closely tied to the burgeoning cocktail culture in the country.
Mixologists and bartenders are using Bourbon as a key ingredient to create innovative and exciting cocktails that cater to the changing tastes of Indian consumers.
From classic cocktails like the Manhattan and the Old-Fashioned to inventive new concoctions, Bourbon's versatility shines through.
For instance, in major Indian cities such as Mumbai, Delhi and Kolkata, trendy bars are featuring Bourbon-based cocktails on their menus, attracting both local and international patrons.
Moreover, Bourbon's cross-demographic appeal is a significant advantage. It caters to a wide range of consumers, from younger, aspirational drinkers to seasoned connoisseurs.
The spirit is available in a variety of price ranges, from value brands that compete with more affordable spirits to ultra-premium labels that appeal to collectors and enthusiasts.
This accessibility makes Bourbon an attractive option for Indian consumers looking to experiment with different spirits.
While leading Bourbon brands such as Jim Beam, Maker's Mark, Woodford Reserve and Bulleit are well regarded in India, the small craft distilleries and artisanal Bourbon producers are offering unique and distinctive expressions, appealing to consumers who seek something different from mass-produced spirits.
The global Bourbon market is anticipated to reach USD12 billion by 2030, growing at a compound annual growth rate of around 5.6 percent from 2023 to 2030.
The Asia Pacific region, including India, is projected to experience the fastest growth.
(the writer can be contacted at: info@thewinechronicle.com)
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