Raj Bhakta has always prided himself on his ability to anticipate future trends, a claim not without merit. Sixteen years ago, he played a pivotal role in reviving rye whiskey in America through WhistlePig, a craft distillery in Shoreham, Vermont. At the time, rye was considered a lesser, unrefined alternative to bourbon, but Bhakta’s efforts transformed it into a sophisticated, upscale spirit.
In 2020, four years after being ousted from WhistlePig, the company he founded, Bhakta established Bhakta Spirits, a brand dedicated to discovering and selling rare whiskies, brandies, and rums from around the globe. The first product from Bhakta Spirits was a vintage blended Armagnac—a type of grape brandy from southwest France—that included liquid dating back to 1868. Recently, the company released a ten-year-old Indian single malt whiskey aged in French Oak casks that once held 1982 Armagnac, further expanding their luxury portfolio.
The Bhakta 2012, priced at $149 (₹12,500), is one of the oldest Indian whiskies available on the market. Bhakta describes it as a “honey bomb,” with a spicy middle and a creamy finish, attributes he credits to the Armagnac casks used in aging. Operating from a 150-acre former college campus in Vermont, where he lives with his wife and five children, Bhakta is now focused on tapping into the growing market for Indian single malts in America. While he recognizes that this category may remain niche unless a few brands gain traction among American consumers, he sees significant potential in India itself, where he plans to introduce his luxury spirits to affluent consumers.
Born to an Irish mother and an Indian immigrant father who arrived in America in 1968 and built a successful hotel business, Bhakta has led a life full of entrepreneurial ventures and misadventures. After studying finance and economics in Boston, he dabbled in various industries, including investment banking, used-car valuation, real estate, and hospitality. In 2004, he gained some notoriety as a contestant on the reality show “The Apprentice,” hosted by Donald Trump. Although Trump fired him within nine weeks, Bhakta’s flamboyant style and relentless drive left a lasting impression.
Two years later, Bhakta ran unsuccessfully for the U.S. Congress as a Republican in Pennsylvania’s 13th District. Despite this setback, his political ambitions and bold personality continued to define his public image. After the election, he embarked on a quixotic quest across India to find an “Indian Steve Irwin,” believing that the country needed a charismatic wildlife conservationist to captivate global audiences. Although this venture was ultimately unsuccessful, it exemplified Bhakta’s adventurous spirit.
In the shadow of the global financial crisis, Bhakta turned his attention to a 467-acre farm in Vermont, where he found inspiration in rye whiskey. Over the next several years, he became a prominent figure in the American whiskey industry, though his public battle over control of WhistlePig only heightened his reputation as a polarizing yet visionary entrepreneur.
As Bhakta approaches his 50th birthday, he reflects on two decades of extreme highs and lows. He feels that he has gained depth and perspective, now valuing time with his family and his collection of vintage cars, including a 1933 Lincoln once used by Franklin D. Roosevelt. Looking ahead, Bhakta is committed to the concepts of rarity and exclusivity, which he believes are the future of the spirits industry. Bhakta Spirits boasts over 70 percent of the world’s 100-year-old spirits and around half of its 50-year-old spirits, with prices ranging from a few hundred dollars to over $5,000 (₹4 lakh) for a 1952 Armagnac.
Bhakta envisions further expansion into the American whiskey market under a separate brand, while also planning to spend a year in India to explore opportunities. He intends to target the upper echelons of the Indian market with his luxury spirits, including possibly some Indian single malts. For Bhakta, entering the Indian market is not just a business move but an inevitable step in his ongoing journey as a global spirits entrepreneur.
