Bourbon bets big on India's growing market
Key takeaways
- Bourbon, the uniquely American take on whiskey, is facing its most serious inventory crisis in decades.
- https://p.dw.com/p/5ECNg Bourbon brands are hoping to make their mark in India [FILE: March 17, 2025]Image: Peter Kneffel/dpa/picture alliance Advertisement India drinks more whiskey than any other country in the world.
- But American-made bourbon brands, such as Maker's Mark, have long remained a niche product in India, where whiskey drinkers have traditionally preferred Scotch and domestic brands.
Why this matters: an international story with cross-border implications worth tracking.
Bourbon, the uniquely American take on whiskey, is facing its most serious inventory crisis in decades. The industry is increasingly looking to India to boost sales.
https://p.dw.com/p/5ECNg Bourbon brands are hoping to make their mark in India [FILE: March 17, 2025]Image: Peter Kneffel/dpa/picture alliance Advertisement India drinks more whiskey than any other country in the world. Roughly 230 million cases are consumed here annually, accounting for nearly half of global whiskey sales, according to the International Wine and Spirits Research, the global authority on beverage alcohol data.
But American-made bourbon brands, such as Maker's Mark, have long remained a niche product in India, where whiskey drinkers have traditionally preferred Scotch and domestic brands.