Quest for Premiumisation Demand for Tequila

Mahesh Kanchan observes that Indian consumers are exhibiting a growing inclination for experimentation, displaying notable interest in tequilabased cocktails such as Picante. With its pronounced flavours, this cocktail naturally complements the spicy Indian palate, making it a perfect choice for the Indian consumers. Also, the cocktail culture in India has been booming, with consumers leaning towards innovative and highquality cocktails. Therefore, it is with an eye on this trend that Patrón, the brand from Bacardi India, has made a journey from the highlands of Jalisco in Mexico to establishing a presence in the Indian market. Patrón’s entry into the Indian market emphasises the brand’s strategic growth and its efforts to integrate culturally into the emerging markets for tequila. Leveraging the rising consumer inclination towards premium spirits in India, Patrón has tapped into the growing demand for high-quality tequila and currently, it is available all across major metropolitan towns and luxury retail outlets.

Creating a Footprint

Mahesh points out that the key markets for Patrón in India include Mumbai, Delhi-NCR and Bengaluru as these cities exhibit a growing demand for premium spirits among affluent consumers as well as a burgeoning cocktail culture. Patrón plans to expand its reach across other parts of the country, capitalising on the growing tequila trend and further solidifying its presence in the spirits market.

Its primary target audience consists of affluent individuals who frequently visit select high-end bars and exclusive events where Patrón is prominently featured. “These consumers highly value the craftsmanship and heritage that define Patrón, making it their preferred choice for both savouring neat and enjoying crafted cocktails,” says Bacardi India’s Marketing Director.

Cocktails and Festivities

Patrón has not only perfected signature cocktails like the Picante and Margarita but has also made the Picante one of the most preferred and talked-about cocktails. “Our commitment to excellence ensures that these iconic drinks continue to be crafted to perfection, meeting the sophisticated tastes of our discerning consumers,” says Mahesh Kanchan. As a brand with a rich Mexican heritage, Patrón curates memorable experiences to introduce and educate Indian consumers about Mexican culture.

As such, it has celebrated festivals such as Cinco de Mayo (May 5 in Spanish), which commemorates the Mexican army’s victory, Día de Muertos (Day of the Dead), a cultural celebration with roots tracing back to the ancient Aztecs, as well as Margarita Month and Tequila Day. These experiences not only serve to enhance the presence of Mexican culture in India but also effectively showcase the brand in its truest form.

Packaging Matters

What also helps is the packaging. For Patrón, every element of packaging is thoughtfully crafted to reflect the brand’s heritage, quality and craftsmanship, says Mahesh.

For instance, the ‘BEE’ mnemonic for Patrón Tequila is used because of the strong attraction of bees to the agave plant. The green in Patrón Silver represents the lush agave fields from which the tequila is derived, symbolising the natural and authentic origins of Patrón. Orange in Patrón Reposado, on the other hand, indicates that it is rested, providing a hint of the rich, smooth flavours that consumers can expect.

Spreading the Carpet

Brand’s focus in India is currently on cities such as Delhi-NCR, Mumbai, Bengaluru and Goa, where it has seen significant growth and potential in recent months.

“Nevertheless, our vision transcends these major cities. We aim to provide the best Picante, Margarita and aged tequila throughout India, catering to consumers who seek exceptional cocktail quality. Our steadfast commitment to quality and artisanal craftsmanship guarantees that as we expand, consumers will consistently encounteran unmatched tequila experience,” elaborates Mahesh.

Patrón is performing well in Indian duty-free shops, with several of its variants gaining popularity among travellers. The most in-demand variants include the lead variant Patrón Reposado along with Patrón Silver.

The company’s marketing strategy includes having on board a robust Brand Ambassador Programme across various key cities and outlets. Through bar takeovers, mixology workshops, curated tasting sessions, Patrón aims to focus on promoting, educating and consistently exposing consumers to expertly crafted cocktails.

Targeted Marketing Activations

Over the next 3-5 years, Bacardi India’s one of the primary aims in the Indian market is to educate consumers about tequila. It plans to achieve this through targeted marketing activations that highlight the artisanal production methods, history and craftsmanship. By focusing on these efforts, it aims to build a loyal customer base that truly appreciates the finer aspects of tequila, driving sustained growth in the Indian market in the process.

Home to a Legacy of Craftsmanship

Bacardi’s entire tequila-making process takes place at Hacienda Patrón, where it only makes Patrón. And it takes pride in everything about it – from its eco-friendly reverse osmosis irrigation system to the agave by-product it recycles, and most importantly, in the people involved in making their tequila – 60 hands from beginning to end.