American bourbon eyes India as trade barriers tighten elsewhere
Faced with their bottles being cleared from Canadian stores and the imminent prospect of 200% tariffs in the European Union, the distillers of Kentucky and Tennessee are looking to open new markets for their whiskies. The post American bourbon eyes India as trade barriers tighten elsewhere appeared first on The Drinks Business.
Faced with their bottles being cleared from Canadian stores and the imminent prospect of 200% tariffs in the European Union, the distillers of Kentucky and Tennessee are looking to open new markets for their whiskies.
As they navigate challenges in other international markets, these distillers are now setting their sights on India, the world's second-largest whiskey market after the United States, recognising its immense potential for growth and expansion.
Its population is fast approaching 1.5 billion, with upward mobility and disposable household incomes climbing in tandem.
According to Statista, the country’s total consumption of alcoholic beverages was expected to surpass 6 billion litres last year, and it generated revenues of US$33 billion from spirits, only eclipsed by America itself.
Of the spirits consumed in India, roughly 95% are brown, with whiskey by far the largest category, especially Scotch.
But it is effectively a bourbon desert. Sales to India totalled a mere US$8.8 million last year, putting it in 23rd position in the export league table, coming in behind Singapore, New Zealand and the United Arab Emirates.
As they navigate challenges in other international markets, these distillers are now setting their sights on India, the world's second-largest whiskey market after the United States, recognising its immense potential for growth and expansion.
Its population is fast approaching 1.5 billion, with upward mobility and disposable household incomes climbing in tandem.
According to Statista, the country’s total consumption of alcoholic beverages was expected to surpass 6 billion litres last year, and it generated revenues of US$33 billion from spirits, only eclipsed by America itself.
Of the spirits consumed in India, roughly 95% are brown, with whiskey by far the largest category, especially Scotch.
But it is effectively a bourbon desert. Sales to India totalled a mere US$8.8 million last year, putting it in 23rd position in the export league table, coming in behind Singapore, New Zealand and the United Arab Emirates.
