Sazerac Company, the largest distiller in the US, is looking to leverage India's position as the world's largest whisky market to introduce a range of bourbon whiskies in the country. Identifying India as a key priority market, Diego Bianchi, general manager of emerging markets and Barrel Select at Sazerac Company, told Business Standard that new consumers, including women, will be key drivers for the growth of the category in India. "India, particularly, is where some of the fastest-growing consumers are.
Baijiu is the world's most consumed form of liquor thanks to its popularity in China.
The Group has already launched 13 labels from Bauvet Ladubay, the company acquired from Saunur Loire of France, for euro15 million. United Spirits, the division that handles the wine business, has also launched seven labels of wines from New Zealand and two from Australia.
According to International Wine and Spirits Research, India's whisky consumption doubled between 2007 and 2012 to about 1.4 billion litres.
Domestic wineries have moved from creating predominantly sweet wines in their initial years to drier, complex blends now. They also seem to be investing more in wine tourism.
It's been 16 years since Rajeev Samant launched the first Sula wine by selling 50,000 cases. Today Sula is on track to sell a million cases this year.
The author finds out if India's love affair with Old Monk has ended
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