When Mario Sequeira, Managing Partner – The Tonia Group (Liquor Division), Springfields (India) Distilleries, realised that those who love their alcoholic spirits in Goa would definitely enjoy the unique flavour of tequila, he embarked on a journey that made him import the best of tequila to Indian shores. Now all set to expand beyond Goa, he is confident that tequila is certainly here for a long stay.
Tequila is poised to expand people’s repertoire beyond wine and the dark liquors and the Indian market is ready for an ultra-premium luxury tequila brand like Komos.
One of the notable trends in India’s alcoholic beverage market is the rising popularity of tequila and mezcal. Although these spirits are relatively new to the Indian market, their demand is steadily growing. Forecasts predict significant growth in both value and volume for these two in the coming years, says Pranav Mehra, Director-Mehra Wines Private Limited.
With the number of tequila consumers increasing rapidly in metro cities like Mumbai, Bengaluru, Hyderabad, Pune and Delhi, tequila brands are confident that tequila sales will overshoot expectations. As such, most of the tequila brands are investing heavily in product promotion through all the available channels, a factor that Amit Goel, Director, Rad Elan Distributors, agrees with.
The tequila market in India is poised for robust growth in the coming years, driven by rising disposable incomes, changing consumer preferences, increased brand investments, and the expanding hospitality sector.
While the statistical data proves that the popularity of tequila in India is certainly on the rise, within the segment there is a preference for super-premium and ultra-premium brands, which is an indicator of not only the consumption trend but also presents a profile of the tequila drinkers in the country. Elaborating on this evolvement, Sumedh Singh Mandla, CEO, VBev, projects how this market will shape up in the coming years.
When it comes to tequila, companies need to craft out the right multi-dimensional approach that will help connect with a broad audience of luxury spirits enthusiasts, key opinion leaders, trendsetters and high net worth individuals (HNIs) in order to build the most exciting category in recent times, in a competitive market landscape. That is because tequila as a drink connects more easily with keen enthusiasts and affluent social drinkers, as pointed out by Ruchira Jaitly, Chief Marketing Officer, Diageo India.
The premiumisation trend in India has spurred a growing appreciation for highquality spirits, leading to increased demand in premium spirits and upscale events in India. And, this trend is leading to higher demand for premium quality tequilas. Mahesh Kanchan, Marketing Director for India and Neighbouring Countries, bacardi India says that consumers of premium tequila in India are the ones from the affluent class who understand only too well what premium quality entails. And this is enticing leading brands from across the globe to bring tequila to India.
India’s leading single malt whisky brand Indri has unveiled two collectable expressions. While drawing inspiration from the HBO Original series ‘House of the Dragon’ it has introduced ‘House of Black’ and ‘House of Green’. Shalini Sharma, Head – Marketing, Piccadily Agro Industries Ltd., narrates the story of how a unique collaboration has been instrumental in this spirited evolution.
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