- Inside the distillery’s first-ever pop-up in Mumbai
- Lineup in India includes Benchmark, entry-level bourbon; Buffalo Trace, the flagship; Weller Special Reserve, the wheated bourbon; and Weller 12, the longest age-stated bourbon
Buffalo Trace Distillery’s first-ever pop-up in India unfolded at Palladium Courtyard in Mumbai recently with the kind of anticipation usually reserved for a brand promotion. The pop-up held over three days, drew whiskey enthusiasts, bartenders, hotel beverage directors, curious newcomers and seasoned collectors, all of whom explored Buffalo Trace’s craftsmanship through a series of immersive zones that broke bourbon into its building blocks: mash bills, yeast strains, fermentation, distillation, warehouse aging techniques and the magical influence of Kentucky’s climate.
A scent bar helped decode nuances like vanilla, caramel, toasted oak, leather and spice, while an aroma-led tasting introduced visitors to the differences between Benchmark, Buffalo Trace’s flagship bourbon and the softer, sweeter profile of Weller Special Reserve, followed by the coveted Weller 12, the longest age-stated bourbon currently sold in India, which became an instant favourite among guests discovering wheated bourbon for the first time.
There were interactive stations explaining how warehouse location can dramatically change a bourbon’s character; a leather workshop echoing the tactile craftsmanship of barrel-making; a chocolate station that paired artisanal chocolates with different bourbons to highlight how sweetness, bitterness and earthiness interact with aged whiskey; and guided sessions that delved into why bourbon tastes the way it does, how aging works, and why American whiskey has such a distinct flavour fingerprint compared with Scotch. Guests walked away with personalised keepsakes, embossed leather, tasting notes, curated scent cards.
As Diego Bianchi, Vice President, Global Hubs at Sazerac, summed it up: “Buffalo Trace Distillery’s unwavering commitment to craftsmanship, aging and quality distilling has earned it fans across the globe, and we’re thrilled to finally share that experience with consumers in India. The energy and enthusiasm we witnessed in Mumbai was really encouraging, and we’re excited to bring similar immersive experiences to more cities across the country. Through these initiatives, we hope to deepen awareness and appreciation for our bourbon and the rich heritage of Buffalo Trace Distillery.”
Later in a telephonic interview Bianchi said, “For Buffalo Trace, this is not just another brand activation. It is the beginning of building personal, sensory connections with India’s next generation of spirits drinkers. This is our first pop-up, and it’s a big step because it finally allows us to start connecting with more consumers in a meaningful way.”
Bringing Kentucky to India — not through bottles, but through experience
“There is such incredible variety in bourbon,” he explains. “Different flavours emerge from different aging techniques, warehouse conditions, mash bills, all of these elements shape a bourbon’s character. The sensory and interactive zones are designed to help consumers understand this in a hands-on, immersive way.”
The goal is not just to showcase the brand, but to demystify the bourbon category for a market that has long been Scotch-dominant. “People shouldn’t just drink bourbon—they should understand it,” he says. “And India deserves that level of education and connection.”
Every trip to India, he says, brings evidence of how quickly bourbon is finding its footing. Bartenders in leading bars and hotel chains report rising interest in bourbon-based cocktails, Paper Planes, Old Fashioneds, Whiskey Sours. Consumers are starting to ask for bourbon by name. “Our bourbons make excellent cocktails, and we’re hearing from bartenders that people are specifically requesting them,” he says. “Cocktail culture is booming in India, and that’s a huge gateway for bourbon.”
Bourbon comes with a flexible identity: neat, on ice, in highballs, or in craft cocktails. That versatility plays well with younger drinkers who are not bound by legacy drinking habits. At a time when millions of Indians enter the legal drinking-age segment annually, Buffalo Trace sees a generational opportunity: introducing bourbon at the very start of their spirits journey.
No competition drama, just category building
“There’s so much room,” Bianchi notes. “India is one of the fastest-growing economies. As disposable incomes rise, people want to try new things. Bourbon will be one of those new explorations.” What matters, he says, is showing India the depth, heritage, and craftsmanship of bourbon, not pitching it as a replacement for anything.
Buffalo Trace’s India portfolio is compact but strategic. The lineup includes Benchmark, an approachable entry-level bourbon; Buffalo Trace, the flagship, beloved for its balance and depth; Weller Special Reserve, the wheated bourbon that appeals to softer-palate drinkers; and Weller 12–the longest age-stated bourbon currently available in India.
Distribution today is across Mumbai, Delhi and Bengaluru, but plans for broader expansion are active. “We’re in the early stages, but every visit shows progress. We see more availability, more consumer awareness, more interest.”
As regards Pop-ups, he says, “There’s no reason why we can’t do this every year or even more often. These experiences are critical. They are the most effective way to ensure consumers truly understand and enjoy bourbon.”
