US Pushes To Expand Kentucky Bourbon in India

India-West News Desk

WASHINGTON, DC – Kentucky bourbon may soon be making a stronger pitch to Indian drinkers as U.S. lawmakers and trade officials push for greater access to one of the world’s largest whiskey markets.

The idea surfaced during a congressional hearing on commercial diplomacy, where Republican Congressman Andy Barr of Kentucky urged the Commerce Department to help expand exports of America’s signature whiskey to India.

Barr said he had recently raised the subject with India’s Commerce and Industry Minister Piyush Goyal, arguing that India, already one of the world’s biggest whiskey-consuming nations, represents a major opportunity for Kentucky’s bourbon industry.

Making his case with a touch of humor, Barr contrasted bourbon with its better-known rival.

“I did have to tell the Minister of Commerce in India that remember that Scotch whiskey is the drink of the occupier, the Imperial whiskey, and Kentucky bourbon is the drink of freedom, so we want them to import more Kentucky bourbon whiskey and maybe less of that Scotch whiskey,” he said.

Behind the lighthearted remark lies a serious trade objective. Washington is seeking wider access for American agricultural and manufactured goods, with imported spirits remaining one of the issues in its trade discussions with India.

The bourbon conversation formed part of a broader debate on barriers facing U.S. exporters. Lawmakers pointed to challenges confronting producers of products such as rice, walnuts and almonds, while officials said the administration was working to reduce trade restrictions in key overseas markets, including India.

For Kentucky distillers, the prize is substantial. India is the world’s largest whiskey market by volume, but imported spirits continue to face high import duties as well as state-level taxes and regulations, making it one of the more difficult markets to enter despite its enormous consumer base.

Unlike many other whiskies, bourbon is uniquely American. By law, it must be produced in the United States from a grain mash containing at least 51 percent corn and aged in new charred oak barrels. While Kentucky remains its spiritual home and largest producer, bourbon can be made anywhere in the U.S. provided it meets those standards.