The Morning Brief Corner Office Conversation: Diego Bianchi,, Vice President, Global Hubs, Sazerac
Dec 8, 2025
Diego Bianchi, Vice President of Global Hubs at Sazerac, is on a mission to elevate bourbon's presence in India, traditionally dominated by Scotch. He discusses the brand's strategy, focusing on education, cocktail versatility, and appealing storytelling. With India's vibrant cocktail culture and a curious consumer base, Bianchi emphasizes balancing volume with value across price points. He shares insights on navigating local regulations, partnering with John Distilleries, and targeting younger drinkers. Plus, he expresses admiration for innovative Indian single malts like Amrut.
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Four Pillars For Building Bourbon
- Sazerac focuses on education, availability, craftsmanship storytelling, and bourbon's regulatory purity to build the category in India.
- Diego believes these elements together can connect younger consumers to bourbon beyond niche interest.
Frequent Field Visits Reveal Market Pulse
- Diego visited India multiple times in 12 months and will return soon to continue market work.
- He observed premiumization, vibrant cocktail bars, and strong brand curiosity among Indian consumers.
Introduce Brands Across Price Spectrum
- Build brands across price points to reach both early drinkers and seasoned consumers.
- Prioritize long-term brand introduction and design for the wide spectrum of Indian consumers.