Sazerac stirs up India's cocktail culture

Sazerac, one of the world's largest spirits companies, is sharpening its focus on India as rising disposable incomes and a taste for luxury liquor reshape the country's whiskey market.

- Gaurav Laghate

The US-based maker of Buffalo Trace, Weller, Benchmark and Sazerac Rye whiskey brands is betting on curated experiences, cocktail culture and its local partnership with John Distilleries to expand in what is already the world's largest whiskey market.

India has long been dominated by Scotch and domestic whiskies, but bourbon, with its sweeter and more approachable profile, is beginning to attract young drinkers and premium consumers.

Diego Bianchi, general manager of emerging markets and barrel select at Sazerac, said the company views India as a "long-term ambition and strategic growth market".