USA (Commonwealth Union)_ Raj Bhakta, a name synonymous with innovation in the American whiskey landscape, is once again making headlines. Having played a pivotal role in the revival of rye whiskey in the United States, Bhakta is now setting his sights on a new frontier: India. Accordingly, his latest venture, the BHAKTA 2012 Indian Single Malt Whisky, marks the oldest-ever Indian single malt launch in the US and highlights his growing interest in the burgeoning Indian whiskey market.
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Bhakta Spirits and its journey
Bhakta’s journey began in Vermont with the creation of WhistlePig, a craft rye whiskey that he famously repositioned from bourbon’s unglamorous cousin to a premium brand. WhistlePig’s success was a testament to Bhakta’s ability to identify and capitalize on gaps in the American whiskey category. Bhakta stated, “Back then, there was this gigantic opening at the high end of the American whiskey category. It was bourbon-dominant, but we had no real luxury whiskey. All you had was a bunch of Scotsmen, with their accent: ‘Oh, can you taste the teardrop of an angel in our whisky?”
Following his departure from WhistlePig in 2020, Bhakta established Bhakta Spirits, a venture dedicated to sourcing and selling rare whiskies, brandies, and rums from around the world. Accordingly, his latest offering, the BHAKTA 2012 Indian Single Malt Whisky, is a significant milestone. Produced in Goa, India, from 100% 6-row malted barley and aged in non-climate-controlled rickhouses, this whisky represents one of the oldest Indian single malts ever released.
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Indian single malts and the growing market
The Indian whisky market, traditionally dominated by imported Scotch, has seen a significant evolution. Over the past eighty years, domestic whisky production in India has expanded, with single malts emerging as a notable category. The BHAKTA 2012 Indian Single Malt Whisky is a prime example of this growth, showcasing the quality and depth that Indian whiskies can offer. Bhakta’s decision to focus on the Indian market aligns with the increasing prominence of Indian single malts. The collaboration with Craig Henriques of Goa-based Ocean King Distillers to produce this whisky underscores a commitment to highlighting India’s rich whisky heritage. The BHAKTA 2012, described as a honey bomb with a spicy middle and a creamy finish, has been well received, reflecting the high-quality craftsmanship behind Indian single malts.
Bhakta Spirits eying the Indian market
As Bhakta approaches his 50th birthday, he is preparing to spend a year immersing himself in the Indian market. His goal is to introduce his brand’s luxury spirits portfolio to wealthy Indian consumers and explore opportunities within the growing category of Indian single malts. Bhakta’s vision is to position his offerings at the top end of the market, targeting the niche segment of spirits enthusiasts and experts.
Bhakta’s Indian roots
Bhakta’s interest in India is not merely opportunistic; it is deeply personal. As a half-Indian, half-Irish individual, Bhakta’s heritage influences his approach to the industry. His father, an Indian immigrant who arrived in America in 1968 from a small town near Surat, built a successful hotel business, instilling in Bhakta a blend of entrepreneurial spirit and cultural appreciation. Accordingly, his Irish mother and Indian immigrant father have both influenced his background. Bhakta’s life has been a blend of ambitious entrepreneurship and various misadventures. After earning a degree in finance and economics in Boston, Bhakta initially worked for an investment bank before exploring ventures in used-car valuation, real estate, and hospitality.
Additionally, in 2004, he gained attention as one of the 18 contestants on Donald Trump’s reality show, The Apprentice. Although he was fired by Trump within nine weeks, his distinctive style, marked by his bold personality, persistent charm, bow ties, and high-waisted trousers, left a lasting impression. In 2006, Bhakta ran for Congress as a Republican candidate in Pennsylvania’s 13th District but was unsuccessful. Despite this setback, he remains a dedicated Republican, identifying himself as half Indian, half Irish, but 100% American. He supports the notion of “building the wall, but making the gate wider.”
A legacy of innovation and luxury
Bhakta Spirits is renowned for its collection of rare and exclusive spirits, including some of the world’s oldest armagnacs. With a portfolio that ranges from a few hundred dollars to over $5,000 for a 1952 Armagnac, Bhakta caters to a clientele that includes Hollywood celebrities and European royalty. This focus on rarity and exclusivity is expected to extend to his Indian ventures, where he aims to bring a touch of luxury and sophistication to the market. The BHAKTA 2012 Indian Single Malt Whisky, priced at $149 (₹12,500), symbolizes a full-circle moment for Bhakta, connecting his personal heritage with his global vision. As he prepares to enter the Indian market, Bhakta’s approach reflects a deep understanding of both the nuances of the Indian whisky scene and the broader trends in the global spirits industry.
Conclusion
Raj Bhakta’s transition from an American whiskey icon to a significant player in the Indian market illustrates his skill for identifying and seizing opportunities. With the oldest-ever Indian single malt launch in the US and plans to delve deeper into the Indian whiskey scene, Bhakta is poised to make a substantial impact. His journey from Vermont to India underscores a commitment to innovation, luxury, and a profound appreciation for the art of whisky-making. As the Indian whisky market continues to evolve, Bhakta Spirits stands ready to play a key role in its development, blending tradition with a forward-looking vision of excellence.
