Sazerac launches American Wolf, Southern Comfort Reserve whiskeys in India
The two new IMFL brands target consumers seeking American whiskey influences and differentiated drinking experiences.
INDIA – Sazerac has launched two new American whiskey brands, American Wolf and Southern Comfort Reserve Whiskey, in India as the company strengthens its presence in the world’s largest whiskey market.
The launch of American Wolf Double Gold Blended Whiskey and Southern Comfort Reserve Whiskey marks one of Sazerac’s most significant moves in India to date.
Both products are classified as Indian-made foreign liquor (IMFL), combining American whiskeys with Indian grain and malt spirits and containing no artificial flavourings.
The whiskies will debut in August in Pune, Nagpur and Nashik, followed by a phased rollout across Maharashtra, Karnataka, Haryana and Uttar Pradesh.
Sazerac Vice-President of Global Marketing Diego Bianchi said India offered significant opportunities for American whiskey brands.
“India represents an exciting and rapidly evolving whisky market, and we see a strong opportunity to introduce consumers to the taste, character and heritage of American whiskey,” Bianchi said.
“With American Wolf and Southern Comfort Reserve Whiskey, we are bringing two very different expressions to the market – one rooted in boldness, ambition and individuality, and the other in approachability, ease and comfort. Together, they represent our belief that there is room for more diverse whisky experiences in India.”
American Wolf is bottled at 42.8% ABV and is positioned as a whiskey for contemporary drinkers. The brand recommends serving it neat, on the rocks or with soda.
The product will initially be available in 750ml, 180ml and 90ml formats. The 750ml bottle will retail at approximately INR1,070 (US$11), subject to applicable state taxes and pricing regulations.
Southern Comfort Reserve Whiskey marks the brand’s return to the Indian market. Sazerac recommends the expression over ice or with a light dilution of water.
The Reserve Whiskey will initially be sold in a 750ml bottle priced at approximately INR1,500 (US$16), with 180ml and 90ml formats planned for a later stage.
Bianchi said changing consumer preferences were creating opportunities for international whiskey brands.
“As Indian consumers draw growing inspiration from American lifestyle, entertainment and culture, we see a clear opportunity to bring that same style to what’s in the glass. American Wolf and Southern Comfort are both built on that idea, just for two very different occasions.”
The new brands join Sazerac’s portfolio in India alongside Buffalo Trace Bourbon, WL Weller, Benchmark and Sazerac Rye.
The company also owns a majority stake in Paul John Indian single malt whisky distillery in Goa.
Earlier this month, Sazerac agreed to acquire UK-based Au Vodka and its ready-to-drink cocktails. The company also purchased Garrard County Distilling Company in Lancaster, Kentucky.
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