Bourbon Goes East (But Kentucky Still Owns the Name)

Bourbon Goes East (But Kentucky Still Owns the Name)

India has always loved whisky. Mostly Scotch. Mostly local blends.

But over the last five years, something unexpected has happened. Bourbon showed up.

Not loudly. Not with fireworks. More like a quiet bar stool slide-in.

American brands like Buffalo Trace, Jim Beam, and Maker’s Mark are popping up in Indian cities, especially Mumbai, Bangalore, and Delhi.

Cocktail menus now say things like Old Fashioned without irony. Corn whiskey is officially having a moment.

And no, India isn’t really making bourbon yet (more like scotch). Because bourbon, legally, “must be made in the U.S.” (Kentucky, we drew a line in the sand here).

But some Indian distilleries are making American-style whiskeys (corn-forward, oak-heavy, sweeter profiles), basically bourbon’s cousin who studied abroad and came back with opinions.

Brands like Varchas are experimenting, and drinkers are curious. Not loyal yet. Curious.

Why the shift?

Younger drinkers. Premiumization. Instagram. Cocktails. And a growing appetite for things that don’t taste like your cousin’s wedding scotch.

Meanwhile, Kentucky bourbon producers are watching India like a long game.

A massive market. Rising incomes. Tariffs easing.

If even a small slice of India switches from blended whisky to bourbon, that’s a lot of barrels.

So while bourbon isn’t being made in India (yet), it’s being learned, sipped, and quietly upgraded from novelty to preference.

Which is how most bourbon stories start anyway.

Slow. Sweet. Then suddenly everywhere.