Brown-Forman to launch El Jimador, Herradura tequila and Benriach whisky in India
Brown-Forman plans to launch premium spirits brands including El Jimador and Herradura tequila and Benriach whisky in India over two to three years, according to an executive. The Jack Daniel's maker, which imports its liquor into India, expects to bring three to four additional brands over the next two to three years, expanding beyond its portfolio of about 10 brands in the country. The company aims to make India one of its top international markets, targeting affluent buyers amid rising incomes and willingness to spend. Brown-Forman India's sales climbed 21% to 2.1 billion rupees ($22.9 million) in the year ended March 2025.
Launch details
- Products
- El Jimador and Herradura tequila as well as Benriach whisky
- Timeline
- over two to three years
- Additional brands
- three to four additional brands over the next two to three years
- Current portfolio
- about 10 brands in India
- Other brands sold in India
- Gin Mare, Woodford Reserve and Glendronach
- Channel
- imports its liquor into India
- India sales
- climbed 21% to 2.1 billion rupees ($22.9 million) in the year ended March 2025
- Global net sales
- slipped 5% to $4 billion for the year ended April 2025
What comes next
Brown-Forman expects to bring three to four additional brands over the next two to three years and looks to increase investments in brand building and its local organisation.
People behind it
- Gaurav Sabharwalmanaging director at Brown-Forman India
About Brown-Forman
Spirits company bringing tequila and whisky brands to India.
Other recent launches
Frequently asked questions
What did Brown-Forman launch?
Brown-Forman plans to launch premium spirits brands including El Jimador and Herradura tequila and Benriach whisky in India over two to three years, according to an executive.
When was it announced?
Brown-Forman announced it on 5 March 2026.
What are Brown-Forman's plans after this launch?
Brown-Forman expects to bring three to four additional brands over the next two to three years and looks to increase investments in brand building and its local organisation.
Based on company announcements, filings and reporting by ET Retail. Details were checked against the source on 13 Nov 2026; we add nothing the source does not state.
Key facts
- Company
- Brown-Forman
- Type
- Market entry
- Date
- 5 Mar 2026
- Category
- premium spirits
- Source
- Media reports
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