“India’s whiskey market, dominated by locally produced spirits and scotch whisky, offers a unique challenge and opportunity for premium bourbons like Weller,” said Diego Bianchi, general manager, Emerging Markets & Barrel Select, Sazerac Company, speaking to ET HospitalityWorld about his company’s bourbon whiskey’s entry into the market.
“With India’s premium spirits market poised for continued growth, Weller’s focus on heritage and storytelling, alongside collaborations with connoisseurs and bartenders, is helping position it as a premium yet accessible choice for spirits-enthusiasts,” he added.
Weller Bourbon will initially launch in Mumbai, followed by Delhi, Haryana, Bengaluru, early in the new year with plans to further expand to other metropolitan cities and premium liquor markets across India throughout 2025, Bianchi stated.
“Activation plans include 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,” he said on the question of B2B engagement.
Globally, bourbon’s rise is driven by premiumisation and cocktail culture. Indian consumers, traditionally whiskey drinkers, were now exploring diverse flavor profiles, driven by their increasing exposure to global spirits, he felt, adding that Weller’s taste profile aligned perfectly with this trend, appealing to both connoisseurs and novices alike.
Weller, crafted by Buffalo Trace Distillery—operational for over 200 years, is the world’s most award-winning distillery, with over 1,000 accolades—is a global benchmark for ‘wheated’ bourbon. Named after William Larue Weller, a pioneer of this style, he added.
“India, as the world’s largest whiskey market, is central to Sazerac’s long-term growth plans. The launch of Weller marks the company’s commitment to introducing high-quality, premium spirits to Indian consumers,” Bianchi concluded on his company’s India strategy.
The company recently launched two products in the India market.
