In the world of whiskey, few stories are as compelling as that of Varchas Shankar. After a successful 28-year career in IT, Varchas Shankar embarked on a remarkable journey into the world of whiskey, driven by a desire to create something deeply personal and meaningful. As the founder of Varchas Whiskey, Shankar has seamlessly blended his passion for storytelling with his expertise in craftsmanship, creating a product that resonates across cultures. In this interview, we explore Shankar’s transition from technology to whiskey, his approach to the market, and what makes Varchas Whiskey a standout choice. Join us as we delve into the inspiring journey of Varchas Shankar and his vision for the future of whiskey.
Q1: Can you share a bit about your journey from IT to the whiskey industry? What inspired such a significant shift?
After spending nearly 28 years in the IT industry, running a successful software company, I reached a point where I wanted to do something more personal and meaningful. The software business is rewarding, but it lacks the tangible connection with people. With whiskey, I saw an opportunity to create something that people could experience, taste, and enjoy, and then come back to tell me what they loved about it. It was about creating a product that people could engage with on a personal level, and that gave me a different sense of fulfilment. Transitioning into whiskey allowed me to merge my passion for storytelling and culture with a product that can be shared and appreciated across diverse backgrounds.
Q2: What makes Varchas Whiskey stand out in the crowded market, both in the U.S. and in India?
What sets Varchas Whiskey apart is the blend of high quality, craftsmanship, and cultural significance. Our whiskey is rooted in the rich tradition of bourbon making, yet it reflects a unique East-West influence. We use premium American ingredients, age our bourbon in new white oak barrels, and leverage the unique climate of Michigan for aging. Michigan’s extreme weather conditions allow for deeper interaction between the whiskey and the wood, resulting in a richer flavour. Additionally, we’ve ensured our product tells a story, especially to Indian consumers, who are looking for something beyond just a drink. The logo, the history behind the brand, and the soft, smooth finish of the whiskey all combine to offer something distinct and premium.
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Q3: How have you positioned your brand differently in the U.S. and Indian markets?
We’ve approached the U.S. and Indian markets with distinct branding strategies while maintaining the essence of our product. In the U.S., we use the double-headed eagle logo to reflect strength, ambition, and a bold American identity. For the Indian market, we use a single-headed eagle to emphasise focus, precision, and quality. The Indian market, in particular, is excited about trying new spirits, especially American whiskey. While bourbon is a common category in the U.S., it’s still relatively new to India, making us one of the few premium bourbon brands available in the country. We aim to introduce Indian consumers to high-quality American whiskey and create a unique narrative that appeals to their evolving tastes.
Q4: What challenges did you face while entering the Indian market, especially with regulations and excise policies?
Navigating India’s complex state-by-state excise policies is certainly a challenge, but it was something we anticipated. Each state has its own set of rules regarding liquor sales, taxes, and distribution, making it a time-consuming process to get approvals and licences. However, having established a subsidiary in India, we were able to streamline the import process. Importing bourbon to India was made easier by our well-structured operations, but ensuring compliance across states and understanding the nuances of each region’s policies has required patience and persistence. Fortunately, the reception from the market has been positive, which makes the effort worthwhile.
Q5: What strategies are you employing to appeal to the younger generation of consumers in India?
Today’s younger consumers, especially Millennials and Gen Z, are looking for more than just a drink. They want a product that has a story behind it, something that resonates with their desire for quality and uniqueness. We are tapping into this by offering a whiskey that’s not just premium in taste but also rich in history. Our whiskey is a softer, smoother bourbon that appeals to those who might be new to whiskey but are eager to try something different from what their parents or grandparents drank. We’re also focusing on educating consumers through tasting events and leveraging social media to build a narrative that speaks to their lifestyle. It’s about making our brand part of their personal experiences.
Q6: How has the reception been since you launched Varchas Whiskey in India?
The reception has been incredibly encouraging. We launched in India in June 2021, and since then, the feedback has been overwhelmingly positive. We’ve seen a growing appreciation for our product, especially in the premium segment. Indian consumers are evolving, and they’re willing to pay for quality, especially if it’s something new and authentic. Our bourbon has also received awards, which has helped in building trust with consumers. We’re now available in key cities like Delhi, Mumbai, Goa, and Bengaluru, and our goal is to expand to more states and retail outlets by the end of the year.
Q7: What role does your distillery in Michigan play in the production and marketing of Varchas Whiskey?
The distillery in Michigan is the heart of our operations. It’s where we age our bourbon in new white oak barrels and leverage Michigan’s unique weather to enhance the flavour profile. The extreme temperatures in the region—hot summers and cold winters—cause the wood to expand and contract, allowing the whiskey to interact with the barrel more deeply, creating a rich, complex flavour. Additionally, the distillery serves as an experiential space where consumers can tour the facility, participate in tastings, and learn about the whiskey-making process. It’s a key part of our brand’s story and a major selling point when we talk about the craftsmanship behind Varchas Whiskey.
Q8: How would you recommend enjoying Varchas Whiskey, and what’s your personal favourite way to drink it?
Varchas Whiskey is crafted to be enjoyed both by seasoned whiskey drinkers and those new to the category. I personally enjoy it neat or with a single large ice cube, which allows the flavours to open up gradually as the ice melts. For those who prefer cocktails, I recommend classics like the Old Fashioned or Manhattan, which really let the whiskey’s rich flavor profile shine. For someone new to bourbon, starting with a simple whiskey sour can be a great way to ease into the experience. At the end of the day, the best way to enjoy Varchas Whiskey is the way that makes you feel connected to the drink.
Varchas Shankar’s transition from the tech industry to crafting premium whiskey highlights a journey driven by passion and a quest for deeper personal connection. By merging his expertise with a love for storytelling and quality, he has created a product that resonates on a personal level with consumers across both the U.S. and India. As Varchas Whiskey continues to gain appreciation and expand its presence, it stands as a testament to the power of following one’s passion and the impact of blending tradition with innovation. His story inspires others to pursue their dreams, proving that with dedication and a clear vision, remarkable transformations are possible.
