Beam Suntory is now bottling Jim Beam in India

Beam Suntory is now bottling Jim Beam in India

Beam Suntory has begun bottling its flagship Bourbon, Jim Beam, in India as its steps up its focus on the key market. 

The Suntory Holdings subsidiary piloted the launch of bottled-in-India Jim Beam in Gurgaon and Kolkata earlier this year. The unit is now set to extend the launch into key Indian cities, including Bangalore, Hyderabad Delhi, Mumbai and Chandigarh over the coming weeks. 

Jim Beam is being bottled in the same facility as Teacher's, in Rajasthan, India. The move has helped reduce the price of the bourbon brand by 20-25%. In Gurgaon, a 750ml of Jim Beam which was available at INR1400 is now being sold at INR1250. 

Neeraj Kumar, Beam Suntory India's marketing and sales director, told just-drinks: "India is amongst a very few select markets where Jim Beam is bottled. The decision to bottle the brand here demonstrates the long-term importance the company attaches to India." 

Kumar added: “Bourbon consumption has seen a big lift across the globe and we see robust growth for this exciting category with Indian consumers." 

Beam Suntory, which was formed in April when Suntory Holdings acquired Beam Inc, has also realeased its Jim Beam Car Tin pack as a limited edition in India.