# Premium Alcohol Launches Brown-Forman Will Introduce El Jimador, Herradura And Benriach in India By Kanesa David | Written with AI assistance | Published 2026-03-23 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/brown-forman References: [thedrinksbusiness](https://www.thedrinksbusiness.com/2026/03/brown-forman-pinpoints-india-in-premium-spirits-push/) & [brown-forman](https://www.brown-forman.com/brands)  [Brown-Forman](https://www.trendhunter.com/trends/el-jimador-tequila-spritz), the US company behind [Jack Daniel’s](https://www.trendhunter.com/trends/brownforman), said it will launch several premium spirits in India, featuring tequila labels [El Jimador](https://www.trendhunter.com/trends/el-jimador-sparkling-margarita) and Herradura and Scotch whisky Benriach as part of a multi-year rollout. The company currently imports around 10 brands into the market and planned three to four additional labels over the next few years, aiming to build India into a leading international market for its portfolio. Brown-Forman said it would increase investment in brand-building and local operations while navigating India’s high taxes, advertising limits and state-by-state rules. The expansion targets a growing affluent class and rising aspiration-driven demand, offering consumers more choice in high-end tequila and Scotch and reflecting a broader premiumization trend across the Indian spirits market. Image Credit: Brown-Forman ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 2% | Activity: 2% | Freshness: 70% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Market](https://www.trendhunter.com/market) ## Key Themes ### What's Driving This Trend - **Premiumization of Spirits:** Rising consumer willingness to pay for high-end tequila and Scotch creates room for novel luxury-brand experiences and premium pricing models. - **Portfolio Localization:** Expanding global portfolios tailored to India’s taste profile and aspiration-driven demand opens avenues for region-specific product lines and co-branded offerings. - **Regulatory-responsive Marketing:** Complex state-by-state rules, high taxes and advertising limits encourage discovery of alternative promotional formats and compliant retail engagement models. ### Who This Affects Most - **Alcoholic Beverages:** Growth in premium spirit launches points to potential for differentiated product innovations, premium packaging, and curated tasting experiences. - **Luxury Consumer Goods:** A rising affluent segment in India suggests opportunities for cross-category luxury positioning and lifestyle-aligned brand partnerships. - **Distribution and Logistics:** Fragmented regulation and import dynamics indicate a need for adaptive supply-chain models and specialized channel strategies to improve market access. ## Related on Trend Hunter - [Spirit-Branded Cocktail Mixers](https://www.trendhunter.com/trends/casamigos-x-williams-sonoma-range.md) - [Mexican-Made RTD Debuts](https://www.trendhunter.com/trends/new-mix.md) - [Casino-Inspired Tequila Packaging](https://www.trendhunter.com/trends/highend-tequila.md) - [Sleek Tequila Bottles](https://www.trendhunter.com/trends/tequila-collection.md) - [Tequila Distilling Stories Projects](https://www.trendhunter.com/trends/distilling-stories.md) - [Sophisticated Tequila Packaging Designs](https://www.trendhunter.com/trends/el-mayor-tequila.md) - [Family-Farmed Mexican Tequilas](https://www.trendhunter.com/trends/el-texano-tequila.md) - [Warm-Weather Cocktail Sets](https://www.trendhunter.com/trends/spiked-bebidas.md) - [Tequila-Complemented Holiday-Themed Packages](https://www.trendhunter.com/trends/holidaythemed-packages.md)