The Morning Brief Corner Office Conversation: Diego Bianchi,, Vice President, Global Hubs, Sazerac
Dec 8, 2025
Diego Bianchi, Vice President of Global Hubs at Sazerac, is on a mission to elevate bourbon's presence in India, traditionally dominated by Scotch. He discusses the brand's strategy, focusing on education, cocktail versatility, and appealing storytelling. With India's vibrant cocktail culture and a curious consumer base, Bianchi emphasizes balancing volume with value across price points. He shares insights on navigating local regulations, partnering with John Distilleries, and targeting younger drinkers. Plus, he expresses admiration for innovative Indian single malts like Amrut.
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Introduce Brands Across Price Spectrum
- Build brands across price points to reach both early drinkers and seasoned consumers.
- Prioritize long-term brand introduction and design for the wide spectrum of Indian consumers.
India As A Strategic Growth Market
- India is central to Sazerac's long-term global plans with many brand launches planned.
- Partnership with John Distilleries accelerates local footprint and regulatory navigation.
Slow, Consumer-By-Consumer Momentum
- Sazerac is in early stages but seeing month-on-month distribution growth and positive account feedback.
- Diego stresses consumer-by-consumer education and trials to build momentum for bourbon.