Tequila Poised for Good Growth

Tequila consumption in India has grown significantly over the past few years, driven by increasing consumer awareness and a growing appreciation for premium spirits. “This growth is primarily an urban phenomenon, with major cities like Mumbai, Delhi and Bengaluru leading the trend. Urban Indian consumers, especially in highend bars and premium retail outlets, are more inclined to explore and indulge in high-quality tequila brands,” discloses Amit Goel. This consumer segment, although currently niche, is rapidly expanding, driven by rising disposable incomes and a growing interest in premium spirits.

“The prospects for growth in the high-end tequila segment in India are strong, with a burgeoning market of affluent, urban consumers seeking unique and high- quality drinking experiences,” Amit adds further.

Tequila Portfolio

Rad Elan Distributors (P) Ltd offers a tequila portfolio comprising Don Romeo and Agavales Tequila. The former is available in domestic retail and has a growing market presence with a focus on premium quality. “It is gaining traction in major urban centers in India,” informs Amit.

Meanwhile, the newly introduced Agavales Tequila is positioned as an artisanal choice for discerning consumers. “It is currently being rolled out in select domestic retail locations with plan for duty- free availability soon,” Amit adds.

Engaging with the Consumers

Both these brands cater primarily to high-end bars and premium retail outlets where Rad Elan Distributors engages with them and increases the visibility of the tequila brands in their ambit through some specific strategies.

Our primary consumers are highend bars and premium retail outlets. To engage with these consumers and enhance the visibility of our tequila brands, we implement the following strategies.

“We host exclusive tasting and events to showcase our tequila’s quality and unique characteristics. We partner with top mixologists and influencers to create signature cocktails and promote the tequila brands in our ambit. Investing in eye-catching, premium display in retail outlets to attract attention, offering training session for bar staff and retail employees to ensure they are knowledgeable and enthusiastic about the tequila brands in our ambit, and running targeted social media campaigns highlighting these tequila brands’ luxury and high quality to reach the right audience are some other initiatives from our end,” elaborates Amit.

Involving the Bartenders

In particular, Rad Elan Distributors engages with the bartenders for the brands’ promotion and appreciation. “This involves conducting workshops and training sessions to educate bartenders about our tequila’s unique qualities and mixology techniques; offering rewards and incentive for bartenders who creatively incorporate our tequila into their cocktail menus; partnering with renowned bartenders to create signature cocktails and host promotional events,” explains the entrepreneur.

“These engagements have contributed to brand growth by enhancing product knowledge, increasing our tequila’s presence in cocktail menus, and fostering brand loyalty among influential industry professionals,” says Amit.


Digital and On-ground Initiatives

While talking about Rad Elan’s digital and on-ground activation initiatives to popularise the tequila brands in their portfolio, Amit informs that their digital campaigns to that effect comprise “Utilising social media, influencers’ partnership, and targeted online advertising to reach a wider audience. These campaigns highlight our tequila’s unique qualities and have driven significant online engagement and sales.”

Such digital campaigns are complemented by their on-ground events which comprises organising exclusive tasting events, pop-up-bars, and brand-sponsored parties. “These on-ground initiatives create direct consumer experiences, fostering brand loyalty and boosting sales in target regions,” Amit points out.

Future Plans

Rad Elan has ambitious plans for the future, particularly with Don Romeo and Agavales Tequila. This includes expanding their market presence through strategic marketing, exploring new distribution channels, and introducing premium product lines to cater to discerning consumers. “We would be participating in spirit exposure festivals like India Cocktail Week or Agave Fest, etc. with the right showcase. We would take the tequila products in our ambit to all the possible channels, including duty-free, duty-paid airport shops and diplomatic channels,” Amit shares. This plan is driven by the confidence that the tequila market is projected to see robust growth in India over the next five years, driven by increasing consumer demand for premium and artisanal products.

Packaging and Designing

Packaging and bottle design play a crucial role in influencing a tequila buyer’s choice by enhancing the perceived value and appeal of the product. One such example is Clase Azul, which is known for its handcraft ceramic bottles.

“Clase Azul stands out on shelves, appealing to consumers seeking luxury and artistry. This unique packaging has significantly contributed to its premium market positioning,” observes Amit. Another such example is of Patron with its distinctive bottle design that has a cork stopper and elegant label. Patron, according to Amit, conveys a sense of tradition and quality, attracting consumers looking for authenticity and sophistication.

“Also, the tall, sleek bottle design of Don Julio 1942 exudes elegance and exclusivity, making it a popular choice for special occasions and gifts,” points out Amit.