Jim Beam looks at more business from India

25 August 2008

The fourth-largest wine and spirits company in the world, Beam Global Spirits and Wine is planning to ramp up its presence in the country.

Having announced that that leading Scotch whiskey brand, Teacher's, would be the long term presenting sponsor for Superbrands Tribute Nite hosted by Superbrands India, Beam Global Spirits and wine is also planning to increase its portfolio of offerings in the country. (See: Superbrands partners Teacher's to commemorate India's best brands)

As a category, the American whisky and Bourbon segment in India is still in its infancy, catering to a niche of connoisseurs rather than the masses of the billion plus Indians. 

An American whiskey, Bourbon is a type of distilled spirit that is made primarily from corn. It is named for Bourbon County, Kentucky, and has been in production since the eighteenth century. 

In India, the whiskey has an almost insignificant market share. Indian scotch whiskey consumption borders on around half a million cases of Scotch whisky. Most of it is imported in bulk, bottled locally and then marketed via liquor marketing and distribution networks in the country. One case of scotch contains 12 bottles of 750ml each.

Moet Hennessy's Ashwin Deo said last year that in India's whiskey market, malt was a growing category and appealed to a wide footprint of consumers beyond the traditional malt drinker. With the segment of people who enjoy premium spirits growing, Jim Beam's endeavours come well in time to grow the market, just as its contemporaries are doing.