Jack Daniel's maker to launch more brands in India to tap premium spirits boom, exec says

By Praveen Paramasivam

March 5 (Reuters) - U.S. liquor maker Brown-Forman BFb.N plans to launch premium spirits brands including El Jimador and Herradura tequila as well as Benriach whisky in India over two to three years, an executive said, aiming to make the Asian country one of its top international markets.

India's affluent buyers splurge on everything from jewellery to pricey liquor, making the country a focus for global brands.

Alcohol market insights provider IWSR forecasts India to become the largest spirits market by volume by 2032 — overtaking China — with 15-20 million new consumers each year.

"Earlier, the aspiration used to be there, but the access or the affordability was limited (in India). Today ... the access and affordability are now matching with aspirations," Gaurav Sabharwal, managing director at Brown-Forman India, told Reuters on Monday, citing rising incomes and willingness to spend.

The Jack Daniel's maker, which imports its liquor into India, expects to bring three to four additional brands over the next two to three years, expanding beyond its portfolio of about 10 brands in the country.

Brown-Forman, which has over 40 brands, also sells Gin Mare, Woodford Reserve and Glendronach in India.

The country is not among Brown-Forman's top 10 markets globally, and the group looks to increase investments in brand building and its local organisation, Sabharwal said.

He did not quantify the investment or disclose financials.

Brown-Forman India's sales climbed 21% to 2.1 billion rupees ($22.9 million) in the year ended March 2025, Tofler data showed. Meanwhile, the group's global net sales slipped 5% to $4 billion for the year ended April 2025, as it navigated soft consumer spending in the U.S.

Despite the upbeat consumption outlook, India's spirits industry faces stringent regulations, including high taxes, advertising restrictions and complex state policies.

Sabharwal said companies need to build broader portfolios and expand their reach to manage regulatory uncertainty.

($1 = 91.6050 Indian rupees)