Agave Raises the Spirits !

Maya Pistola Agavepura produces Asia’s first premium aged 100 percent agave spirit. And here lies the need to clear a misunderstanding that consumers often suffer from. By definition, Maya Pistola Agavepura is not a tequila! “This common misconception stems from the widespread recognition of the term ‘tequila’, as opposed to an understanding of the larger agave category, which our company is here to change with an Indian-born pure agave spirit,” Rakshay Dhariwal elaborates.
For additional context, tequila is native to Mexico, and its production is highly controlled and regulated by the Consejo Regulador del Tequila (CRT), the official body governing the production and distribution of the spirit,” he informs. Rakshay points out that by regulation, tequila can only be produced from a specific subspecies of agave called the Blue Weber (also known as Agave Tequilana). Furthermore, tequila can only be made and aged in five designated regions or appellations in Mexico, as recognised by the CRT.

He explains in simple terms that one cannot label the product as tequila if it is not made in those designated regions in Mexico. Like Blue Weber, there are 150+ species of agave plants worldwide – and spirit produced from any of these species need to be called ‘agave spirit’ instead of the loosely used word tequila. Maya Pistola Agavepura uses the agave Americana found in the Deccan Plateau to produce a pure aged 100 percent agave.

Pistola and More..
seven expressions: Reposado, Joven, Rosa, Añejo, Extra Añejo and two limited micro-batch releases – Rosa Select and Phoenix Añejo. The latest launch was in the super-premium category with an aged Añejo and an Extra Añejo to capture more mature palates.
Its variants continue to captivate consumers across six national markets – Goa, Maharashtra, Karnataka, Haryana, West Bengal and Assam along with three international markets, namely, USA, Thailand and Singapore.
Pistola has received widespread acclaim both in India and internationally and the brand stands proud with 32 awards. In recent times, given higher amounts of curiosity and discovery across agave spirits, the entire category is undergoing a massive rise. Not just the availability of tequila, mezcal and agave-based spirits but also the evolving cocktail culture in India has transformed the perception of agave.

Growth Drivers
With more awareness and travel contributing to changing interests, agave spirits have become a top choice across various age categories. Pistola’s diverse expressions catering to every demographic, appeal to both the millennial and the older generations, given its additive-free nature that is also considerably lower in calories. “Each variant is crafted to be enjoyed in a manner that highlights its specialty in flavour profile, which our consumers across age groups appreciate,” points out Rakshay.
ppreciate,” points out Rakshay. The trend towards experiencedriven consumption is shaping how the younger generation engages with brands and hence events, Dedicated agave clubs, special menus and stand alone agave bars are increasing the choice and availability in agave spirits. Consumers today are highly aware and informed of what’s in their glass. With agaves, the education and information available has led discerning beverage enthusiasts to make intelligent decisions – they know what pairs best with a mixer, what can be enjoyed neat, or on ice.

“The beauty of Pistola lies in the fact that our brand is an additivefree sipping agave. It can be sipped and savoured, enjoyed chilled, or in a dedicated cocktail that brings out its essence. Our Joven pairs best with cocktails. Each of our variants has been designed keeping in mind a specific palate,” Rakshay informs. For example, Rosa is aged in ex-Cabernet Sauvignon casks, and makes it a go-to for any wine lover. Extra Añejo is a highly smoky variant that pleases palates attuned to whiskies and cognacs, making it perfect to enjoy with ice.

In Demand
Trends indicate that Reposados and Añejos are the most favoured agavebased spirits across India. “When it comes to cocktails, it has widely been acknowledged that 2024 is the year of the Picante! What draws the Indian palate towards agavebased cocktails, is the spicy and tangy flavour profile. Exotic mixes such as the Paloma, the Picante and the Margarita 2.0 offer a distinctive experience to consumers who are not shy to experiment with a new spirit category,” Rakshay observes.
According to him, collectively across the Indian bar and restaurant industry, there is a tremendous rise in the consumption of agave-based cocktails, with Mumbai, Delhi, Kolkata and Hyderabad leading the trend.
He views that agave-based spirits’ increasing popularity in India can be attributed to what the liquid has to offer – its raw, peppery and spicy characteristics pair very well with Indian food, and it acts as a phenomenal substitute to other spirits in cocktails. “We observe consumers requesting to replace a traditional cocktail with agave as the base spirit, and given its versatility – the liquid ends up resulting in a great, flavourful blend,” Rakshay says. In fact, the agave landscape in India has seen a dramatic shift in perception over the past two years.
As such, Maya Pistola Agavepura has been taking notes from the global agave movement, and has successfully replicated this trend in India. 

“Several players are investing trem endously in the agave space, the most recent being Diageo’s strategic investment in our brand,” Rakshay informs. This trend is bound to trickle down into local brands expanding their portfolios with an agave variant. Interestingly, there exists a ‘celebrity quotient’ associated with agave spirits.
This popularity of agave spirits can be attributed to brands being backed by international stars such as Kendall Jenner, George Clooney and Dwayne Johnson, driving a competitive edge in the Indian market. On the other hand, a spate of home-grown tequila and mezcal bars serve as exclusive destinations for agave spirits, contributing to the category gaining further traction. Top-shelf agave spirits brands are placing their offerings at price points close to that of decade-old single malts; adding weight to the growing phenomenon.

Future Prospects
Agave in India has just begun, and it is mirroring a ‘gin-esque’ trend. Rakshay foresees the next 5-6 years to be dedicated to exploring the category in depth as there is so much yet to be discovered.
Consumers are now pushing the needle on newer variants and experience-led spirits, indicating that bars and restaurants will double down on the exclusive agavefocused beverage programmes and paired dining menus.

Entry of Diageo
So how would the investment by Diageo in Maya Pistola Agavepura help the brand’s growth in terms of portfolio expansion, operations and markets? As Rakshay Dhariwal puts it, “An association with Diageo India is a matter of pride and prestige for us at Pistola as this marks the first investment by the global giant into an agave spirit that is not tequila.”
This strategic partnership with Diageo will inspire confidence into the agave category and will Maya Pistola Agavepura to expand its horizons and market presence, while collaborating with Diageo’s extensive supply network.