Top American Whiskey Brand- Michter’s Finds Favor with Indian Taste Buds

Traditionally, from hamburgers to Coke to fried chicken to chocolate chip cookies, Indians have always been in love with all things American. However, lately, the increased exposure to the American culture through education, new fashion brands, and leisure travel has brought Bourbon closer to the Indian taste buds and witnessed a rise in the demand. Indian consumers are now considering American whiskey for its taste, quality and the recall value that resonates with the brands. Little wonder therefore that Bourbon, America’s favorite whiskey is rapidly gaining popularity and exciting the palate of well-traveled Indians.

World’s no. 2 top-trending American whiskey & the global iconic bourbon brand 'Michter’s' is leading India’s passion for American whiskey. The American whiskey is witnessing an unprecedented growth in India. It has found great acceptance, amongst the bartending communities and whisk(e)y enthusiasts within six months of its release in India. Michter's is now present in over 100 hotels, restaurants, and bars across the country.

According to industry estimates, American whiskey, is the second largest imported whisk(e)y category after Scotch in India and has been growing with a CAGR of more than 11 percent in the last few years. American whiskey category has been experiencing a surge globally and India has been no exception. In recent years, the pride and the exquisite experience of sipping premium bourbon blends, has grown significantly among Indian elites and millennials. It is heartwarming to see the response that Michter’s whiskey has received, in just six months of launch in India, said Sandeep Arora, Co-Founder & Managing Partner, Cask Spirit Marketing LLP (CSM), a first of its kind integrated spirits distribution and marketing company, offering a “Gateway” for Global Luxury Spirit Brands to India and Asia.

Michter`s, the premium bourbon brand claims a heritage going back to 1753, earned the respect of the whiskey industry and a fan base that’s eager to snap up whatever it puts out, especially its aged whiskeys. The family-owned company’s motto “cost be damned”, ensures that the limited edition (no more than 20 casks) is produced after employing detailed processes. The global brand has attained immense popularity and great acceptance in the Indian market within a short span of six months of its launch by Cask Spirit Marketing LLP (CSM), Asia`s youngest integrated spirits distribution and marketing company. CSM’s partnership with high-end hotels, bars, and restaurants including Hyatt Regency, J W Marriott Hotel, The Lodhi, The Taj Mahal, The Oberoi, Taj Rambagh Palace, Umaid Bhawan Palace to name a few, is supporting the continued expansion of this global iconic brand in the Indian market.