Tag Archives: Jim Beam

‘Jim Beam has been crafted with unparalleled expertise for 230 years’

One of the most notable recent developments in the Indian alcobev industry is the reduction of import tariffs on bourbon. In February 2025, the Indian government reduced import tariffs on bourbon whiskey from 150% to 100%, aiming to strengthen trade relations with the United States. This move is expected to make bourbon more competitively priced in the Indian market, potentially increasing its availability and boosting consumer interest. Bhavya Desai spoke with Neeraj Kumar, Managing Director of Suntory Global Spirits India, about the impact, growth potential, and more. Excerpts:

Before the tariff cut, bourbon imports into India were relatively modest, with the country importing around $2.5 million worth of bourbon during the 2023–24 fiscal year. The U.S., holding the GI (Geographical Indication) tag for bourbon, has been the primary supplier, accounting for nearly a quarter of these imports. The tariff reduction is expected to encourage more imports from American producers, enhancing their competitiveness against other international and domestic
spirits.

According to Neeraj, the reduction is well-timed, given the bourbon market’s strong growth potential in India, driven by shifting consumer preferences and a rapidly expanding alcoholic beverage industry. “Jim Beam, our leading bourbon whiskey, has seen strong double-digit growth in recent years, securing market leadership in the American whiskey category across key Indian cities. This reflects a growing appetite for bourbon among Indian consumers.”

Neeraj attributes this growth to bourbon’s versatility, which appeals to both neat drinkers and cocktail lovers, offering a unique opportunity to engage a new generation of whiskey enthusiasts. He also sees the tariff reduction as a strategic step toward strengthening trade ties between the world’s two largest democracies, supporting bourbon’s growing market presence and meeting increasing demand for premium whiskey experiences.

That said, the bourbon market in India is still relatively niche compared to scotch. While the tariff reduction is a positive step, more effort will be needed to grow the category. Neeraj acknowledges this, noting that the reduction marks a significant step toward expanding bourbon’s footprint, encouraging investment from American distillers, and improving accessibility for Indian consumers. Bourbon exports to India have already been growing at 20% annually, and the tariff reduction is expected to accelerate this trend.

Suntory Global Spirits is proud to be the custodian of the world’s #1 bourbon, Jim Beam, Neeraj emphasises. “Jim Beam has been crafted with unmatched expertise for 230 years, each bottle carrying the legacy of generations of dedication and craftsmanship. We are committed to building scale and momentum for the brand through premium experiences tailored to Legal Drinking Age (LDA) consumers, including differentiated activations centered around bourbon refreshment moments. Our ‘Jim Beam Highball’ strategy aims to deliver a refreshing and memorable drinking experience.”

Suntory Global Spirits is also looking to expand its portfolio in India, introducing more offerings under the Jim Beam label and other spirits like Maker’s Mark. The current Jim Beam lineup in India includes Jim Beam White and Jim Beam Black Kentucky Straight Bourbon Whiskeys, along with the recently launched Jim Beam Honey and Jim Beam Orange flavours — both of which have been well received by consumers and bartenders, particularly for bourbon-based cocktails.

It’s clear that Suntory Global Spirits is eager to make its mark (pun intended) and secure a larger share of the Indian spirits market. Neeraj’s enthusiasm reflects the company’s strong commitment to India as a priority market. “We are dedicated to meeting the growing demand in this market,” he says.

Jim Beam remains a major focus for the company in India, with momentum building steadily over the past two years. The launch of Jim Beam Honey and Jim Beam Orange has received a promising response from both consumers and bartenders, reinforcing bourbon’s growing popularity in India.

Globally, Suntory Global Spirits’s bourbon portfolio also includes Legent, Basil Hayden, and Knob Creek. The company continues to assess opportunities for expanding in India — though Neeraj stresses that timing will be key.

So, is local bottling on the table? Neeraj’s response is measured: “Our approach to bottling follows strict global standards to ensure the highest quality across all our brands. Each bourbon has its unique characteristics, influenced by GI norms, blending techniques, and precise recipes for seasoning, maturation, and bottling. Any decision on local bottling will be carefully evaluated to maintain the integrity and authenticity of our products and deliver the best experience to Indian consumers.”

The tariff reduction comes at an interesting time, aligning with India’s broader strategy to negotiate a comprehensive trade agreement with the U.S. — one that aims to double bilateral trade to $500 billion by 2030. Overall, the reduction in bourbon tariffs marks a significant shift for India’s alcobev market, promising greater consumer choice and a more diverse spirits industry. And perhaps, this could pave the way for a similar shift in the Scotch market too — who knows?

Beam Suntory unveils renewable energy-powered Jim Beam Expansion

Beam Suntory will invest more than $400 million to expand production at its Booker Noe distillery in Boston, KY, which produces Jim Beam. This expansion will increase capacity by 50%, while reducing the distillery’s greenhouse gas emissions by the same percentage, through the use of anaerobic digestors that will produce renewable natural gas to power the facility.

Beam Suntory has entered into an agreement with 3 Rivers Energy Partners to build a facility across the street to convert spent stillage into biogas which will be treated to renewable natural gas standards and piped directly back to the Booker Noe facility. The digestors will also produce a high-quality, low-cost fertilizer, which will be made available to local farmers, thereby supporting sustainable and regenerative agricultural practices.

Upon project completion, which is expected in 2024, the Booker Noe distillery will be 65% powered by renewable natural gas, and 35% by fossil-based natural gas.

“We are committed to making a difference by investing in cleaner technologies and systems, and the expansion and significant reduction in greenhouse gas emissions from this project does just that with our biggest brand,” said Beam Suntory President and CEO Albert Baladi. “This expansion will help ensure we meet future demand for our iconic bourbon in a sustainable way that supports the environment and the local community that has helped build and support Jim Beam.”

In addition to capacity expansion, the investment includes land, warehouses, and 51 new local jobs. Further, this project allows the distillery to invest in high-efficiency gas boilers to make maximum use of renewable natural gas, use scrubbing technology to remove carbon dioxide from fermentation tanks, and following a purification process, facilitate the beneficial reuse of more than 100,000 metric tons of high-purity carbon dioxide annually.

“As consumers around the world continue to discover bourbon, we want Jim Beam and our commitment to sustainability to be part of that discovery,” said Carlo Coppola, Managing Director of the James B. Beam Distilling Co. “I’m so proud to be honouring our legacy as the First Family of Bourbon by leveraging this renewable energy to support our brand’s trajectory for the next 225 years.”

Beam Suntory invests more than $500 million every year to make bourbon in Kentucky. The company recently completed a $60 million transformation of the James B. Beam Distilling Co.’s homeplace in Clermont, KY, including a new and elevated visitor experience, inclusive of the full Beam family of brands like Knob Creek, Basil Hayden and Booker’s Bourbons, the Fred B. Noe Distillery, and the Kitchen Table restaurant.

“I want to once again thank the leadership at Beam Suntory for this commitment to grow the Booker Noe Distillery in Nelson County,” said Kentucky Governor Andy Beshear. “The dozens of jobs this project is creating will benefit so many families in Central Kentucky, and the company’s continued growth reflects the strength of our state’s signature bourbon industry. Congratulations to everyone involved with this significant investment. I could not be more excited to see what’s next for Jim Beam Brands in Kentucky.”

Beam Suntory’s investment was first announced by the state of Kentucky through a series of economic incentive grants, made in July, including the $400 million investment to increase capacity, build warehouses, and create new jobs.

“Our goal is to help Jim Beam create a sustainable future for their company and the planet,” said John Rivers, CEO of 3 Rivers Energy Partners. “With this process, we will create new renewable energy, and help sustain the agriculture needed to create their products. It is truly a full circle sustainability approach.”

3 Rivers Energy Partners specialises in the design, build, and operations of renewable natural gas projects. The company works to provide renewable energy solutions for organisations by utilising existing bio-waste streams as feedstock for renewable energy sources.

Beam Suntory has made ambitious commitments to protect the planet, consumers and communities through Proof Positive, the company’s long-term, enterprise-wide sustainability strategy. The company also issued its inaugural sustainability report recently.

As an energy developer, 3 Rivers Energy Partners (3RE) specialises in the design, build, and operations of renewable natural gas projects.