Bourbon is having a moment and Sazerac wants India to be its next big frontier. In this episode, of the Corner Office Conversation ET’s Ratna Bhushan talks to Diego Bianchi, VP,Global Hubs at Sazerac, who takes us inside Kentucky’s historic Buffalo Trace Distillery to understand how the 200-year-old American spirits giant plans to grow in a market long ruled by Scotch. Bianchi breaks down the company’s India strategy: educating new drinkers, betting on cocktail culture, expanding distribution, and building brand stories that resonate with a young, curious consumer base. He also weighs in on tariff cuts, pricing pressures, regulatory challenges, and why India is now one of Sazerac’s most important growth markets. Can bourbon move from the fringes to the mainstream in India? This conversation explores the stakes and the storytelling behind that push.
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