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Diageo India has relaunched Justerini & Brooks(J&B) Scotch whisky in India. The relaunch is part of a renewed effort to get into the Indian Scotch whisky market. Diageo confirmed the relaunch in USL's Q2 FY27 results on 28th October 2026. The India-UK FTA is cited as a key reason for the relaunch.
The relaunch is all about introducing more consumers to Scotch whisky and strengthening the category in India. It's also a clear reflection of Diageo India's ongoing focus on building out its premium spirits portfolio.
J&B is returning to India as part of Diageo India's expanded efforts to grow its Scotch whisky business. United Spirits Limited confirmed the relaunch in their October 28 announcement, with J&B being one of the brands being developed as part of the business in the quarter. The relaunch is all about getting consumers to Scotch rather than just another expression in the portfolio. J&B's return is focused on creating more opportunities for consumers to enter the category.
One of the most important points with respect to the J&B relaunch is the role of the India-UK Free Trade Agreement. Diageo India has very explicitly credited the FTA as the enabler of the relaunch, linking the return of the brand to the new trade environment between the two countries.
The official announcement makes no mention of how the agreement will impact J&B's individual retail prices. It also gives no indication as to whether the relaunch will involve any changes to the packaging, bottle sizes or the product itself.
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Praveen Someshwar, CEO and MD of United Spirits Limited, spoke about the J&B relaunch in the context of the company's Q4 performance. He referred to it as a very attractive proposition to spur consumer interest in Scotch whisky and to further penetrate the category. His comments indicate that Diageo India sees Johnnie Walker as an opportunity to extend the Scotch whisky category. The focus is very much on driving category exploration and building the brand among Indian consumers.
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The J&B relaunch is part of Diageo India's wider strategy to build out its premium spirits portfolio. J&B is one of the brands that Diageo India is actively promoting as part of that strategy, alongside other initiatives such as Smirnoff's local flavour development and the growth of its luxury portfolio.
Diageo have clearly identified Scotch whisky penetration as a key objective, but their official announcement makes no mention of any particular sales targets, any consumer projections or a detailed distribution plan for J&B. It will be the performance of the brand post relaunch that will tell us whether it's going to be of any real value in terms of achieving Diageo's ambitions.
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The information presented in this article has been sourced from Diageo India's official brand information, Diageo Bar Academy, and the company's Q2 FY27 financial results and investor disclosures. These references provide details on the history of Justerini & Brooks, the development and characteristics of J&B Rare Scotch whisky, its relaunch in India, and the company's plans for the brand.
J&B's return to India is a significant element in Diageo India's brand strategy. It's all being enabled by the India-UK FTA and is very much about getting the consumer to Scotch and growing the category.
Although Diageo have confirmed J&B's return, there's been no detail given in the official announcement regarding the price, bottle sizes or state wise availability. For the moment the relaunch is a clear signal of Diageo India's intent to build up its Scotch whisky business in India.
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