Global spirits major Sazerac is accelerating its expansion in India with a multi-category strategy spanning premium bourbons, ready-to-drink (RTD) beverages and flavoured whiskeys, positioning the country as a long-term growth market.
Diego Bianchi, Vice President – Global Hubs at Sazerac, said the company sees significant headroom for expansion across categories in India and plans sustained investments in product launches, distribution and local innovation.
“We have a long-term view for India as a key market. We are still in the early stages, and there is much more runway across categories,” Bianchi said.
Premium bourbon push
Sazerac has introduced several premium bourbon labels in India, including Buffalo Trace, Weller, Sazerac Rye, and Benchmark, as it seeks to capitalise on rising consumer interest in premium spirits.
The company believes India’s urbanisation, growing cocktail culture and premiumisation trends are creating cross-category opportunities at multiple price points.
RTDs gaining traction
In the ready-to-drink segment, Sazerac is expanding with BuzzBallz, which Bianchi described as witnessing strong early traction in India.
“BuzzBallz hits the right mix for today’s consumer with higher ABV, accessible pricing and convenience,” he said, noting that the brand has performed well in markets such as the United States and Mexico.
RTDs remain a relatively small category in India but are viewed as having a long growth runway, particularly as consumers increasingly seek convenience-driven formats suited to informal and at-home consumption occasions.
BuzzBallz is currently available in Karnataka and Goa, with further geographic expansion planned in 2026.
Flavoured whiskey opportunity
Sazerac is also betting on flavoured whiskey, led by Fireball, a leading shot brand globally. The company sees growing acceptance of flavoured spirits among younger consumers and expects the category to gain further momentum in India.
Distribution and local focus
To scale its footprint, Sazerac continues to partner with John Distilleries for distribution and market access.
With a portfolio of over 450 brands across more than 40 countries, Sazerac said it will balance importing globally successful labels with developing locally relevant innovations tailored to Indian consumer preferences.
“India is one of our top priorities globally,” Bianchi said. “Whether it’s bringing proven brands from the US, innovating for Indian palates, or building new products from scratch, we will continue to invest for the long term.”
As India’s premium spirits market expands, Sazerac is positioning itself across formats and price tiers to tap what it sees as a sustained multi-year growth runway.
