US-based spirits maker Brown-Forman is targeting India as one of its top 10 markets for Scotch whisky within the next five years, according to Adip Agarwal, Global Vice President - Malts & Irish at Brown-Forman. The Kentucky-headquartered firm entered the Indian Scotch market in May 2026 with 'The GlenDronach', its high-end single-malt Scotch whisky brand, and plans to introduce Benriach next, followed by Glenglassaugh as it gradually expands its presence in the country. As reported by PTI, Agarwal stated that India will be a 'critical part of the Scotch strategy' for the company, which entered the Scotch segment in 2016 after acquiring The BenRiach Distillery Company.
According to Agarwal's interview with PTI, Brown-Forman sees a 'scale of opportunity' in the Indian Scotch market, driven by rising consumer premiumisation, increasing experimentation with international whisky styles and a growing willingness to pay for quality. The company believes this shift will support demand for premium single malts, with consumers premiumising in two ways - willing to spend more because they want to pay for better quality, and increasingly able to recognise that value because their confidence is fuelled by knowledge. The company does not intend to compete in the mass-market Scotch segment, instead focusing on carving out a share of the market's growth rather than simply taking market share from existing players.
The India-UK free trade agreement, which came into effect on July 15, 2026, is expected to significantly boost Scotch whisky sales by reducing import duties from 150% to 75%, with a phased reduction to 40% over the next decade. According to reports, the agreement has already improved price competitiveness, with rival companies such as Diageo and Pernod Ricard lowering prices on some brands in four states by around 10-15%. The agreement is particularly significant as India was the world's largest export market for Scotch whisky by volume in 2025, with exports equivalent to more than 220 million bottles, and volumes shipped to India have grown by over 200% in the past decade.
Beyond Scotch, Brown-Forman plans to gradually expand its broader spirits portfolio in India, including Irish whiskey, gin, and tequila, as reported by PTI. The company has 'Jack Daniel's been here for a very long time, but there has been a pivot in the strategy' and will focus more on the market with more options from the portfolio to be included. Agarwal stated that the company would introduce brands in phases, depending on market opportunities and consumer demand, with 'there will be a right time for the right brands to be introduced in the market'. The company aims to build a strong premium spirits portfolio in India over the long term.
