Home / Business and Economy / India Beckons: Brown-Forman Bets Big on Premium Spirits
India Beckons: Brown-Forman Bets Big on Premium Spirits
5 Mar
Summary
- Brown-Forman plans to launch premium spirits brands in India within three years.
- India is forecast to become the world's largest spirits market by volume by 2032.
- Brown-Forman India's sales grew 21% to 2.1 billion rupees in the last fiscal year.
American liquor maker Brown-Forman intends to introduce premium spirits, including El Jimador and Herradura tequila, along with Benriach whisky, to the Indian market over the next two to three years. This strategic move aims to establish India as a leading international market for the company.
India's rising affluence and increasing consumer spending make it a prime target for global brands. Industry projections indicate India will lead the world in spirits consumption by volume by 2032, attracting millions of new consumers annually.
Despite the optimistic consumption outlook, the Indian spirits sector navigates strict regulations, including high taxes and advertising limitations. Brown-Forman plans to increase investments in brand building and its local operations to navigate these complexities and expand its portfolio beyond the current approximately 10 brands available in India.
Brown-Forman India recorded a 21% sales climb, reaching 2.1 billion rupees in the fiscal year ending March 2025. This growth contrasts with a 5% slip in the company's global net sales during the same period.
