Brown-Forman pinpoints India in premium spirits push
US-based producer Brown-Forman, the maker of Jack Daniel’s whiskey, is gearing up to launch several premium spirits brands in India over the next few years, hoping to benefit from the Asian country’s boom in demand for high-end drinks.
The liquor company intends to introduce tequila brands El Jimador and Herradura, as well as Scotch whisky Benriach, according to its India managing director.
The goal is to establish India as one of its leading international markets, with a growing affluent class increasingly splashing out on luxury goods, including premium alcohol.
Gaurav Sabharwal, managing director of Brown-Forman India, said changing consumer behaviour was driving the shift.
“Earlier, the aspiration used to be there, but access or affordability was limited,” he told Reuters. “Today, the access and affordability are now matching with aspirations.”
Industry forecaster IWSR predicts India will become the world’s largest spirits market by volume by 2032, overtaking China, with an estimated 15 to 20 million new consumers entering the market each year.
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The spirits goliath currently imports its products into India and sells around 10 brands in the country. The company plans to introduce three to four additional labels during the next few years.
Its existing portfolio in India also includes Gin Mare, Woodford Reserve and Glendronach.
Although India is not currently among the company’s top 10 global markets, Brown-Forman says it plans to increase investment in brand-building and its local organisation. Sabharwal did not disclose the size of the planned investment.
According to corporate data platform Tofler, Brown-Forman India’s sales rose 21% to 2.1bn rupees ($22.9m) in the year to March 2025. Globally, however, the company’s net sales fell 5% to $4bn in the year to April 2025 as it faced weaker consumer spending in the US.
Despite the strong growth outlook, India’s spirits market remains heavily regulated. Producers must navigate high taxes, strict advertising limits and complex rules that vary by state.
Sabharwal said companies would need broader product portfolios and wider distribution networks to manage the regulatory challenges while tapping into the country’s expanding demand for premium spirits.
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