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.
