American whiskey segment growing faster than other premium whiskeys, says top executive of company that owns Jack Daniel’s
Siddharth Wadia, who is the head of Brown Forman for India, Middle East and North Africa, talks about the rising appeal of Jack Daniel’s and the emergence of off-premise as a key sales channel.
Siddharth Wadia, head of Brown Forman for India, Middle East and North Africa.
In the late 1990s, Jack Daniel’s’ only clients in India were the United States embassy and consulates. It was not available at any five-star hotel in the country and selling even 100 cases was a tough ask. The tide started turning for Brown Forman India, which owns Jack Daniel’s, Finlandia, and Woodford Reserve, among other brands, in the early 2000s. That was when Jack and cola became a thing among the young and the brand acquired the halo of coolness. The people at Brown Forman India also smartly allied the brand with rock music and motorcycles and stayed away from getting all sno