In the USA’s three tier system where the ultimate goal is to simply pass on the product from one tier to the next, Bobby Garg pushes forward. As founder of SG Worldwide, he is challenging the conventional importer playbook—trading the transactional model for a full-service approach that fuses logistics, brand development, PR and market integration. With deep roots in global spirits and a bold vision for Indian brands abroad, SG Worldwide stands tall on its mission to not just introduce the American Market to premium Indian Spirits.

In this conversation, Bobby Garg pulls back the curtain on what it really takes to grow a spirits brand in America today—and why importers need to think like brand stewards, not just brokers. 

Edited excerpts from the interview.

SG Worldwide does much more than importing. How do you define your role in today’s spirits market?

Absolutely—this is one of my favorite things to talk about. Traditionally, importers act as gatekeepers: bring the product in, pass it to the distributor, and call it a day. That’s it. But I don’t come from that world. I come from a background of building brands — having worked with global portfolios that include names like Moët Hennessy, Pernod Ricard, and Bacardi, among others. These companies didn’t just import; they built legacies. That mindset is at the heart of SG Worldwide.

Even if I don’t own the brands I work with, I treat them like I do. Take Rampur, for example—people know I carry that flag proudly. I see it as my responsibility to build that brand across the U.S. and Canada as if it were my own. That’s the difference. We’re not just pushing pallets; we’re cultivating presence.

So what does that actually look like in practice?

When a brand joins SG Worldwide, we don’t just place it with distributors and walk away. We have a team that provides field support across every state where we operate. We join distributor sales meetings—whether there are 10 reps or 300—either in person or on Zoom. We train the reps. We give them the brand story, tasting notes, positioning, and help them understand how to sell it.

We’re boots-on-the-ground partners. That’s why a billion-dollar company like Radico Khaitan—the parent company of Rampur Distillery, producer of premium Indian single malt whisky—values our partnership and expertise. We build the brand from inside the system—not from the sidelines.

PR and marketing are also part of your offering. How important are they in today’s brand-building process?

They’re important, but they’re just one piece. PR alone won’t get you shelf space or mindshare. In this market, you need to understand the whole three-tier system—importing, distribution, retail—and connect the dots.

Authentic storytelling is essential. Rampur Distillery’s beverage portfolio is available in over 100 countries and more than 30 U.S. states — yet it remains new to many regions.  That’s where the narrative becomes key. Why does this brand matter? And why now?

We support our brands with experiential marketing—consumer tastings, hotel and bar staff education, events, and competitions. We let people experience the product and the story. And when they do, especially with a spirit like Rampur, they’re blown away by the complexity. That experience drives adoption.

You’ve watched this industry evolve over the past 10–15 years. What stands out most to you?

It’s been a wild ride. The biggest shift is consumer behavior. For instance, if you go back about fifteen years in time, tequila was just for shots. We used to say, “Tequila should be sipped, like whiskey,” but no one listened. Fast-forward to today—tequila’s exploded. The drinking lifecycle has changed too. Consumers start with beer in their early 20s, then move to vodka or tequila. By their 30s or 40s, many graduate to single malts. It’s a journey—and we position our brands to meet consumers where they are.

Beyond that, formats are evolving. You’ve got hard seltzers, infused spirits, even THC-based products. It’s not just about traditional spirits anymore. The industry is expanding in every direction.

What new initiatives is SG Worldwide working on, and how do they fit into your long-term vision?

SG Worldwide will launch Bobby’s Kentucky Straight Bourbon whiskey in the U.S., marking a strategic entry into proprietary spirits. Aged in charred American oak barrels, it will offer a rich, full-bodied profile with notes of warm vanilla, caramel, toasted oak, and a subtle hint of spice, crafted from carefully selected grains and ingredients for a complex and balanced drinking experience. The launch will roll out across retail stores, restaurants, lounges, and hospitality venues, and will also be entered into competitions to be evaluated by spirits consumers and the press. The idea behind this initiative is to position SG Worldwide as a creator of distinctive, high-quality brands, building consumer engagement directly and establishing a strong presence in the competitive U.S. spirits market.

For entrepreneurs looking to break into the competitive import space, what advice would you give?

The key word is right there: competitive. If a space is competitive, it means there’s a market. You should want competition—it validates the opportunity. When I started, aside from Rampur, there was only one other Indian single malt whisky in the U.S. market. Rampur was one of the few Indian whiskies available at the time. Today, there are several and I wholeheartedly welcome that growth. 

I believe in leading. I was the first to really go big with Indian spirits here, and now others are following—and that’s a good thing. The more competition, the more innovation, and the more credibility for the category.

So don’t be afraid of crowded spaces. That’s where the real work—and the real reward—is.

Lastly, if you had to pick just one bottle from your portfolio that every American should try, which would it be?

That’s like asking me to choose a favorite child! But if I had to pick, I’d say Rampur Select Cask. It was our first expression from the Rampur portfolio, launched back in 2016, and we nailed it from day one. Many brands have to go back and tweak their first release—not Rampur. Select Cask was a home run right out of the gate, and it still holds strong today.

That bottle means a lot to me. It’s the one I recommend to every American spirits enthusiast looking for something unique, layered, and truly world-class.

Final Word

In recent news SG Worldwide, led by Mr. Bobby Garg and the exclusive U.S. importer for Radico Khaitan, is set to expand its portfolio by partnering with Bollywood icon Shah Rukh Khan and Zerodha co-founder Nikhil Kamath to launch D’YAVOL Añejo, a premium agave-based spirit aged approximately two years in wine casks. This launch marks Radico Khaitan’s entry into the tequila category and further supports its global expansion, including its growing presence in the United States.

SG Worldwide is more than a conduit for foreign spirits—it’s a platform for growth, storytelling, and transformation. In Bobby Garg’s world, importing is just the entry point. What happens next is where the real value lies: connecting product to purpose.