Bourbon ambition in a market ruled by scotch

India’s bar scene your blunt takeaways now

n India, is it equity or volume you push for?

Where does India rank in your Asia growth map?

How much ground has Diego gained now?

How much did the 100% tariff cut help bourbon?

India’s young drinkers, how will you win them?

Will you raise your stake in joint distillers

How tough is India versus your other markets?

 Are you looking beyond bourbon in India?

Which Indian brand do you truly admire or rate

Conclusion

Credits

Bourbon is having a moment and Sazerac wants India to be its next big frontier. In this episode, of the Corner Office Conversation ET’s Ratna Bhushan talks to Diego Bianchi, VP,Global Hubs at Sazerac, who takes us inside Kentucky’s historic Buffalo Trace Distillery to understand how the 200-year-old American spirits giant plans to grow in a market long ruled by Scotch. Bianchi breaks down the company’s India strategy: educating new drinkers, betting on cocktail culture, expanding distribution, and building brand stories that resonate with a young, curious consumer base. He also weighs in on tariff cuts, pricing pressures, regulatory challenges, and why India is now one of Sazerac’s most important growth markets. Can bourbon move from the fringes to the mainstream in India? This conversation explores the stakes and the storytelling behind that push.

Tune In.

You can follow Ratna Bhushan on her Linkedin, X profiles and read her Newspaper Articles.


Listen to Corner Office Conversation: Corner Office Conversation with Knight Frank’s William Beardmore-Gray and Shishir Baijal, Corner Office Conversation with Sridhar Vembu, CEO, of Zoho Corporation, Corner Office Conversation with Gunjan Soni, Country Managing Director, Youtube India, Corner Office Conversation with Elizabeth Reid, Head of Search, Google and much more.


Catch the latest episode of “Corner Office Conversation” on: Spotify, Amazon Music, Apple Podcasts,and wherever you get your podcasts from.

Bourbon is having a moment and Sazerac wants India to be its next big frontier. In this episode, of the Corner Office Conversation ET&rsquo;s Ratna Bhushan talks to Diego Bianchi, VP,Global Hubs at Sazerac, who takes us inside Kentucky&rsquo;s historic Buffalo Trace Distillery to understand how the 200-year-old American spirits giant plans to grow in a market long ruled by Scotch. Bianchi breaks down the company&rsquo;s India strategy: educating new drinkers, betting on cocktail culture, expanding distribution, and building brand stories that resonate with a young, curious consumer base. He also weighs in on tariff cuts, pricing pressures, regulatory challenges, and why India is now one of Sazerac&rsquo;s most important growth markets. Can bourbon move from the fringes to the mainstream in India? This conversation explores the stakes and the storytelling behind that push. Tune In. You can follow Ratna Bhushan on her <a href="https://www.linkedin.com/in/ratna-bhushan/">Linkedin</a>, <a href="https://x.com/ratnabhushanET">X</a> profiles and read her <a href="https://economictimes.indiatimes.com/etreporter/author-ratna-bhushan-11974.cms?from=mdr">Newspaper Articles.</a>
 Listen to Corner Office Conversation: <a href="https://podcasts.apple.com/in/podcast/corner-office-conversation-with-knight-franks-william/id1827451035?i=1000733611681">Corner Office Conversation with Knight Frank&rsquo;s William Beardmore-Gray and Shishir Baijal</a>, <a href="https://podcasts.apple.com/in/podcast/corner-office-conversation-with-sridhar-vembu-ceo-of/id1827451035?i=1000731722117">Corner Office Conversation with Sridhar Vembu, CEO, of Zoho Corporation</a>, <a href="https://podcasts.apple.com/in/podcast/corner-office-conversation/id1827451035?i=1000731513423">Corner Office Conversation with Gunjan Soni, Country Managing Director, Youtube India</a>, <a href="https://podcasts.apple.com/in/podcast/corner-office-conversation/id1827451035?i=1000728953575">Corner Office Conversation with Elizabeth Reid, Head of Search, Google</a> and <a href="https://podcasts.apple.com/in/podcast/corner-office-conversation/id1827451035">much more</a>.
 Catch the latest episode of &ldquo;Corner Office Conversation&rdquo; on: <a href="https://open.spotify.com/show/4fq4hKHPZO3MVDNhtOQ5OU?si=99e033dfb01a44c7">Spotify</a>, <a href="https://music.amazon.com/podcasts/1f0c9fc5-f702-4a84-bd7d-4f010bea72a5/corner-office-conversation">Amazon Music</a>, <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777">Apple Podcasts</a>,and wherever you get your podcasts from.

Corner Office Conversation is The Economic Times’ flagship interview podcast featuring unfiltered, one-on-one conversations with some of India and the world’s most powerful business leaders.

Hosted by ET’s top journalists and editors, this fortnightly show goes beyond headlines and press releases to explore how CEOs and founders think, decide, and lead in an era of disruption.

From Marc Benioff (Salesforce), Dara Khosrowshahi (Uber), and Roland Busch (Siemens) to Adar Poonawalla (Serum Institute), Suresh Narayanan (Nestlé India), and Ravi Kumar S (Cognizant), these conversations uncover personal leadership playbooks, global strategy pivots, lessons from failures, and bold visions for the future — across industries like tech, healthcare, manufacturing, finance, and consumer goods.

New episodes drop every alternate Monday.

Corner Office Conversation is The Economic Times&rsquo; flagship interview podcast featuring unfiltered, one-on-one conversations with some of India and the world&rsquo;s most powerful business leaders.
Hosted by ET&rsquo;s top journalists and editors, this fortnightly show goes beyond headlines and press releases to explore how CEOs and founders think, decide, and lead in an era of disruption.
From Marc Benioff (Salesforce), Dara Khosrowshahi (Uber), and Roland Busch (Siemens) to Adar Poonawalla (Serum Institute), Suresh Narayanan (Nestl&eacute; India), and Ravi Kumar S (Cognizant), these conversations uncover personal leadership playbooks, global strategy pivots, lessons from failures, and bold visions for the future &mdash; across industries like tech, healthcare, manufacturing, finance, and consumer goods.
New episodes drop every alternate Monday.