A Smoky Affair

Young, urban drinkers are cheering up the bourbon market in India

- KUNAL DOLEY

Mid a noticeable shift in consumer preferences and favourable policy reforms, bourbons are quietly making their way into Indian bars and homes. While the barrel-aged American whiskey, made primarily from corn (maize), currently holds a smaller share of India's overall whiskey market, its popularity is steadily rising.

"This growing interest is driven particularly by younger and urban audiences who are actively seeking premium, globally recognised spirits. Bourbon's versatility, whether enjoyed neat, with water, or in cocktails, makes it especially appealing to consumers looking for distinctive and refined flavour experiences," says Rishi Walli, senior director, marketing & IMFL brands, Suntory Global Spirits, India, makers of the popular Jim Beam and Maker's Mark bourbon whiskeys. Jim Beam currently holds over 50% share of the American whiskey market in India.