NEWS
USA’S SAZERAC & JAPAN’S NIKKI MAKE FORAY INTO INDIA
By Siulan Law Mathews DipWSET
3-4-2025
Source: Sazerac
USA’s Sazerac and Japan’s Nikki are the latest international brands to make a foray into India, aiming to capitalise on the country's burgeoning demand for premium whiskies.
Sazerac, owner of Bourbon brands including Buffalo Trace, W.L. Weller and Blanton’s, has been quick to benefit from India’s tariff reduction for American Bourbon.
The company, which has a stake in Bengaluru-based John Distilleries, is planning to introduce more bourbon brands from its Buffalo Trace Distillery, the oldest continuously operating distillery in the USA.
"We do expect to continue to invest. India for us, is a priority market. You will see year in and year out, we will continue to bring in more of our award - winning bourbons from Buffalo Trace Distillery to India," said Diego Bianchi, Sazerac's GM for emerging markets & barrel select.
The company’s recent launch of the W. L. Weller brand in Mumbai is just the beginning, it is planning to expand to other big markets like Haryana, Goa, Karnataka and Delhi soon.
Meanwhile, Japan’s Nikki distillery is also eyeing India’s rapidly growing whisky market.
Known for its quality blended and malt whiskies, Nikki will launch a wide range of products in India adding a new dimension to the market.
The Nikki whisky brand was founded by Masataka Taketsurua, who is widely regarded as the father of Japanese whisky.
The entry of these international brands comes at a time when India's wine and spirits market is at a crossroad.
There is the exacting news of an increasing demand for premium and international products, driven by a growing middle class with higher disposable incomes and a greater willingness to experiment with different beverages.
However, there are also the annoying situations where international brands are caught by high taxes, complex regulations, unsubstantiated fines and even payment delays by state governments.
(the writer can be contacted at: info@thewinechronicle.com)
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