10th November, 2014 by Amy Hopkins

Beam Suntory has begun bottling its flagship Jim Beam Bourbon in India, just months after the product first launched in the country.

As reported by the Economic Times, this is one of the few instances where Jim Beam is to be bottled outside of its domestic US market.

The spirit is now bottled in Rajasthan, where group’s blended Scotch whisky brand Teacher’s is also produced, and locally-bottled versions of the brand are now being distributed in Bangalore, Gurgaon and Kolkata.

Now that bottling operations take place in India, the cost of the brand has reduced by between 20% and 25% in the country, costing Rs 1,250 (£12.70) in Gurgaon.

It was revealed in August this year that Jim Beam would be distributed in India for the first time, with company bosses claiming its price point places it in a competitive position to standard Scotch and premium vodka.

Beam Suntory said it expected Jim Beam to become its “second pillar of growth” behind Teacher’s.

Neeraj Kumar, director of marketing and sales, Beam Suntory India, said: “India is an exciting emerging market for premium international spirits and the number of new consumers is growing steadily.

“Indians are the biggest consumers of whiskies in the world and new consumers entering the category are searching for flavourful expressions of whiskies.

“Along with Teacher’s, India’s most loved Scotch whisky, we expect Jim Beam to become the second pillar of growth for us.”

Jim Beam was first introduced to the Indian market through a limited, exclusive appearance at Delhi International Airport in July.

Jim Beam currently sells 6.9 million cases worldwide, according to The Spirits Business Brand Champions report, making it the second-largest American whiskey behind Jack Daniel’s at 11.5m cases.