Brown-Forman looks to expand portfolio, tap ‘huge opportunity’ in Indian market

• BySheetal Sidhu     |    September 13, 2021

American Spirits Major Brown-Forman looks to expand its portfolio, tap ‘huge opportunity’ in the Indian market. The Louisville, Kentucky-based company has enhanced efforts towards making its premium global spirits portfolio accessible to drive category penetration for American Whiskeys, said a company official. It is driving retail distribution for its premium and super-premium portfolio and expanding with introductions of the global portfolio in the Indian market. “As a part of our portfolio development strategy, we are looking to expand the Jack Family of Brands in India to strengthen our portfolio in India and serve consumers better by offering them more choices,” Brown-Forman Director & GM – IMENA Siddharth Wadia told PTI.

Jack Daniel’s is already back to its sales level seen during pre-covid times in the domestic market and continues to drive forward the category penetration, portfolio offerings and consumer engagement, he added. When asked about the long-term outlook for the Indian market, Wadia said it remains very positive. “What gives us confidence is the strong premiumisation trend as consumers continue to upgrade… mixability and cocktails finding more favour with consumers and their desire to discover new experiences driving experimentation beyond the standard scotch whiskey segment,” he said. “Hence, we are very well poised to grow strongly in India with our globally iconic brand Jack Daniel’s and leadership position in American Whiskey,” he said.

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