Jess Scheerhorn, President of BuzzBallz at the Sazerac Company, outlines the brand’s India strategy, localisation playbook and expansion roadmap in a high-potential but tightly regulated alcobev market
Q: India is emerging as a high-potential market for premium and flavoured alcobev products. How does BuzzBallz fit into Sazerac’s long-term India strategy, and what makes the market compelling at this stage of the brand’s global journey?
India is central to Sazerac’s long-term growth strategy. It is one of the few large alcobev markets globally that continues to deliver both volume and value growth. The country has a young, legal-age consumer base that is increasingly open to experimenting beyond traditional spirits, driven by greater exposure and rising disposable incomes.
While premiumisation is clearly underway, consumers still expect value and accessibility. That creates an ideal environment for formats such as ready-to-drink (RTD) cocktails. Importantly, the RTD category remains relatively underpenetrated in India, giving us an opportunity to help shape early perceptions and consumption habits as the segment evolves.
Q: From a revenue and portfolio perspective, how do you assess the commercial opportunity for RTDs in India, given the country’s complex state-wise regulations and pricing controls? What benchmarks would define success in the initial years?
Every market presents its own complexities, and alcohol operates within a particularly regulated landscape worldwide. India is no exception, with state-wise regulations and pricing controls shaping go-to-market strategies.
Globally, RTDs are among the fastest-growing segments within the alcobev category, and India is reaching a point where consumers are ready to engage with premium RTD offerings. BuzzBallz enters the market with a proven track record. It is the number one single-serve premixed cocktail in the United States and has successfully expanded into the UK, Ireland and Mexico, demonstrating its ability to scale while maintaining a distinctive brand identity.
Beyond sales metrics, success for us means establishing BuzzBallz as a regular choice for social occasions. We aim to set a benchmark for the category in India by delivering high-quality, convenient and flavour-forward, easy-to-drink experiences.
Q: Localisation is often critical for success in India. How is BuzzBallz adapting its flavour profiles, pack sizes or alcohol formats to align with Indian consumer preferences, price sensitivities and regulatory norms?
For BuzzBallz in India, localisation goes beyond simply adapting flavour names. It involves understanding the nuances of what consumers expect from the experience of enjoying an alcoholic beverage, while remaining true to the brand’s core identity.
We have developed unique-to-market flavours tailored to local preferences for bold and expressive taste combinations. ‘Easy to drink’ remains a defining element of the brand. The distinctive spherical packaging is portable and convenient, while the ready-to-consume format allows consumers to simply open, sip and enjoy. Whether it is a house gathering, a film night or a celebratory party, the product is designed to create an instant social moment.
Q: Urban millennials and Gen Z consumers are reshaping alcohol consumption in India, with a growing preference for convenience, experimentation and social-first drinking occasions. How are these trends influencing BuzzBallz’ positioning and go-to-market strategy?
Urban millennials and Gen Z consumers prioritise convenience, experimentation and shared social experiences — all of which align naturally with BuzzBallz. The ready-to-drink format and highly portable packaging make it ideal for spontaneous, informal occasions.
Their openness to bold and innovative flavours influenced our decision to introduce India-specific variants that reflect local taste preferences while retaining the playful, high-energy personality BuzzBallz is known for globally.
We are also investing in platforms where these audiences are most engaged, particularly social media, to build cultural relevance, drive discovery and position the brand as part of contemporary social occasions.
Q: Looking ahead, what is your expansion roadmap for BuzzBallz in India — both geographically and across channels — and how do you plan to scale distribution while maintaining global brand consistency?
BuzzBallz forms part of a long-term commitment to India. We began with a targeted, city-by-city rollout starting in Bengaluru, with expansion into Goa planned within the year.
Our focus is on reaching potential consumers at point of purchase, particularly within the on-trade channel, and highlighting what differentiates the brand: bold flavours, high ABV and a premium yet accessible RTD offering.
At the same time, maintaining brand consistency is essential. The playful and vibrant personality of BuzzBallz must remain visible across every touchpoint. We also intend to meet consumers where they already spend time — particularly on social media — engaging them in spaces that feel authentic and relevant to their everyday lives.
