Tequila is India’s New Luxury Sip

The readiness of the Indian market for super-premium and luxury tequila brands is evidenced by the significant rise in high-end tequila sales at Duty Free stores in Delhi and Mumbai. The increasing demand for premium spirits among affluent urban Indian consumers points to a matured market for luxury tequila offerings such as El Cristiano Tequila, Pranav Mehra notes.
“Projections for the tequila market in India are very encouraging. By 2028, this market is expected to reach a value of US$87.74 million, representing an impressive steady annual growth rate of 11.32 percent,” asserts Pranav.

El Cristiano in India
Mehra Wines has recently launched El Cristiano in India, which according to Pranav, is known to be the world’s most delicious tequila and one of the most awarded tequila brand globally. It falls in the super premium and luxury sipping category. By his own admission, the newly launched brand in India is witnessing a good response in the places it has been launched so far in India, in both on trade and off trade markets.
“El Cristiano is a 100 percent additive free premium tequila brand known for its commitment to quality, authenticity, and craftsmanship. Produced in the highlands of Jalisco, Mexico, using 100 percent Blue Weber Agave, it ensures a pure and superior taste. The brand emphasises sustainable farming practices and meticulous production processes, contributing to its reputation for excellence,” explains Pranav.
Mehra Wines is a new entrant in this growing market of tequila in India and their tequila products are available till now at the premium retail outlets of Mumbai, Delhi, Chandigarh, Haryana, Punjab and Himachal Pradesh. “El Cristiano is bracing the shelves of the top restaurants and bars of Delhi and Mumbai, gaining popularity,” he informs.

Stock of Tequilas
Mehra Wines presently has four categories of tequila in their portfolio. They are Blanco (Silver), which is an unaged tequila that is bottled immediately after distillation. It offers a clear, crisp flavour with strong agave notes and a hint of citrus. “Then we have Reposado, which is aged for about six months in American oak Bourbon barrels. This aging process imparts a smooth, mellow flavour to the liquid with hints of oak, vanilla, and caramel,” elaborates Pranav.
They also have Reposado XR, which is a new category in tequila. XR comes across as a delicate blend of Reposado aged for 11 months in American oak bourbon barrels and French oak Boudreaux barrels. “This unique combination brings an unparalleled complexity and balance of flavours and sweetness,” informs Pranav.
The Extra Añejo (Black) variant in their stock is aged for more than three years in oak barrels, resulting in a highly refined and sophisticated flavour with layered notes of dark chocolate, roasted coffee beans, exotic savoury spices, dried fruit, and toasted oak, making it a truly premium and sophisticated sipping tequila.

What Works for the Consumers
Pranav shares that the primary consumers of El Cristiano tequila in India are discerning adults who appreciate premium spirits, including affluent urban professionals and luxury connoisseurs. To engage with these consumers and enhance brand visibility at premium retail outlets, his company implements targeted marketing campaigns, host exclusive tasting events, and collaborate with luxury hotels and bars with bar takeovers and culinary immersive experiences. Additionally, they also leverage digital marketing and social media to create buzz and curiosity.
Talking about the role played by packaging and bottle design in influencing tequila buyers’ choice, he emphasises, “Packaging and bottle design play a crucial role in influencing a tequila buyer’s choice by conveying quality, luxury, and brand identity. For El Cristiano, the elegant, artisanal bottle design has successfully attracted discerning consumers.”
According to him, case studies show that the brand’s sophisticated packaging appeals to eco-conscious buyers and enhances its premium positioning, leading to increased sales and brand loyalty in markets like India. “In our experience so far, the bottle’s look, design, appeal and packaging are the first attractive traits which catch everyone’s eye and gets a lot of compliments,” he points out.”

Future Bright
On his company’s future plans for the tequila segment, Pranav asserts that he wishes to make El Cristiano the go to choice for a sophisticated sipping or a high-end cocktail experience as according to him, “it is the world’s most delicious tequila.” As for the growth of tequila market in Indian in the next five years is concerned, Pranav believes that the tequila market in India is expected to grow significantly, driven by increasing urbanisation, rising disposable incomes, and a growing preference for premium and luxury spirits. “With more consumers in India seeking diverse and high-quality alcohol options, the demand for tequila, especially premium brands like El Cristiano, is projected to expand rapidly here, establishing tequila as a prominent choice in the Indian spirits market,” he explains.

Tequila Exports from Mexico to India (2021-2023)
Pranav presents the export data provided by the Tequila Regulatory Council, which oversees everything related to tequila nationally and internationally, to substantiate his point for tequila’s impressive growth in India.

2021
Tequila Blanco: 25,945.46 liters Reposado tequila: 7,775.25 liters Aged tequila: 2,468.21 liters Total: 36,188.93 liters

2022
Tequila Blanco: 73,341.30 liters Reposado Tequila: 33,031.80 liters Aged tequila: 11,601.90 liters Total: 117,975.00 liters

2023
Tequila Blanco: 254,980.95 liters Reposado tequila: 101,798.06 liters Aged tequila: 49,521.27 liters Total: 406,300.28 liters