Making a bold statement though Indian Agave spirit

With his vast experience in the food and beverage industry, Rakshay Dhariwal spotted a new opportunity in the Indian-grown wild Agave Americana. This led to the establishment of Maya Pistola Agavepura, which has been hitting the headlines with its interesting variants of the agave. Pistola offers an additive-free, clean and hangover-free sipping experience and is now available in Delhi, Goa, Maharashtra, Karnataka, Haryana, West Bengal and Assam, as well as international markets, including the USA, Singapore and Thailand.

In a certain way, the coronavirus-triggered pandemic in 2020 opened up a new route for the Delhibased Rakshay Dhariwal when he discovered the potential of Indiangrown wild Agave Americana and ventured into crafting Maya Pistola Agavepura (pronounced ‘pureah’), Asia’s first premium aged 100 percent agave spirit. 

Founder & MD of Maya Pistola Agavepura, Rakshay shares that his team source agave from the Deccan Plateau, aging and blending it in Goa using exbourbon, new American, and ex-red wine barrels so that all the flavour is imparted from the barrels and no extra flavour or colouring is required. It is further enhanced by a non-chill filtering process ensuring Pistola offers an additive-free and hangover-free sipping experience.

Pistola is now available in Delhi, Goa, Maharashtra, Karnataka, Haryana, West Bengal and Assam, as well as international markets, including the USA, Singapore and Thailand. “Our commitment to quality has earned us over 25 global awards,” Rakshay states.

Maya Pistola Agavepura’s sales have grown over 100 percent year-on-year, offering a premium alternative to traditional brown spirits, appealing to modern consumers. However, agave spirits face the challenge of limited consumer awareness, with tequila being the most recognised, and many unaware of the distinctions within agave-based drinks.

Rakshay sees this as an opportunity to educate people by highlighting the nuances between tequilas, mezcals and other pure agave spirits. “At Maya Pistola Agavepura, we are passionate about showcasing the benefits of our 100 percent additive-free philosophy,” he says.

Agave and Tequila: Understanding the Difference

• Maya Pistola Agavepura is Asia’s first premium aged 100 percent agave, and by definition, 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 Maya Pistola Agavepura would like to change with an Indian-born pure agave spirit. For additional context, tequila is native to Mexico, and its production is highly controlled and regulated by the CRT (Consejo Regulador del Tequila), the official body governing the production and distribution of the spirit.

• 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. In simple terms, you cannot label your product a tequila if it is not made in those designated regions. Like Blue Weber, there are 150+ species of agave plants worldwide – and spirits produced from any of these species need to be called ‘Agave Spirits’ instead of the loosely used word tequila.

Sourcing and Making Pistola

Unlike Mexico, with its established agave expertise, India offers Maya Pistola Agavepura a unique opportunity to innovate. The absence of traditional practices led Rakshay and his team to research local agave varieties and collaborate with agricultural experts and farmers. “India has a fair amount of agave growing in the country, with species such as Agave Angustifolia and Agave Sisalana,” he points out.

On the Deccan Plateau, Agave Americana thrives abundantly and Pistola works with skilled distillers to craft its unique variants. The process of distilling starts with harvesting and crushing the agave’s piña, which is the heart of the agave plant. The raw spirit derived is then distilled further and aged accordingly to create Pistola’s distinct variants. “Our efforts have allowed us to create a premium distinctly Indian aged agave spirit that not only showcases the potential of the Deccan Plateau but also sets a new benchmark for purity and craftsmanship in the category,” says Rakshay.

Pistola undergoes rigorous quality checks, including several rounds of lab and taste tests. Each batch is then hand-labelled and numbered for an authentic sipping experience.

Surmounting the Obstacles

Rakshay highlights since the nuances of agave spirits are less widely understood, educating the market about this Indian-born spirit has been both a challenge and an incredibly rewarding experience for him. “Driving awareness means not just engaging with consumers but also working closely with bartenders and the hospitality industry that plays a crucial role in bridging the gap between brands and their audiences. Through consumer-focused initiatives like spirit festivals, bar takeovers and cocktail evenings, as well as industry-centric programmes such as cocktail competitions and guided master-classes, we aim to educate from the grassroots level,” he elaborates.

At the heart of Maya Pistola Agavepura is the storytelling which is the re-imagined Indian avatar of the Goddess of Agave, Mayahuel, which symbolises authenticity, resilience and truth. This rich narrative not only pays homage to the cultural origins of agave in Mexico but also sets Pistola apart as a distinctly Indian spirit with global ambitions. The intricate graphic artwork, inspired by Indian mythology and contemporary art, further enhances this connection.

Building on this foundation, the company has worked to expand Pistola’s reach with initiatives that bridge cultures and communities. For instance, the All Day Picante during the month of agave and Pistola Duels II cocktail competition, engaging bartenders and consumers across cultures.

The strength at Pistola, as Rakshay defines it, lies in showcasing the versatility of agave spirits, catering to evolving Indian tastes. Pairing exceptionally well with Indian food and serving as a phenomenal base for cocktails, the brand offers five signature variants and limited editions like Phoenix Añejo and Rosa Select, crafted to suit diverse palates. The Smoky Añejo and Extra Añejo attract whisky enthusiasts, Rosa delights for wine lovers, Joven shines as a cocktail base, and the Reposado bridges oaky whisky notes with agave’s unique character.

Spreading the Wings

Building on the brand’s strong performance in Asian markets like Thailand and Singapore, the team at Maya Pistola Agavepura is excited to expand into new international markets. “With the agave boom mirroring the rise of gin, Pistola is perfectly positioned to introduce Indian agave to the world, establishing itself as a premium, innovative spirit in the global market,” Rakshay informs.

Innovation drives Pistola’s journey, crafting variants like Añejo for Scotch enthusiasts or Extra Añejo for cognac and brandy lovers. As consumer tastes evolve, the company continues to experiment with new expressions while maintaining a distinct identity, bolstered by a key partnership with Diageo India. “As their first investment in a non-tequila agave spirit, the collaboration validates the potential of the category,” Rakshay says.

Partnering with Diageo India, Maya Pistola Agavepura aims to expand globally, bringing Indian agave to the forefront of international spirits market. Through storytelling, experiences and innovative campaigns, Rakshay aims to redefine the perceptions of agave spirits and highlight their versatility and craftsmanship.