A Tequila Rising Up from Volcanic Ash

At Moët Hennessy, the ethos revolves around seamlessly weaving global luxury with the nuanced cultural relevance for the relevant consumer base, as evident in its brand Glenmorangie. And now, with Volcán de mi Tierra, the brand is not just entering the tequila market but redefining it, aiming to elevate tequila drinking in India by offering a sophisticated, all-natural product that perfectly aligns with the growing Indian desire for authenticity, craftsmanship, and luxury, elaborates Smriti Sekhsaria, Marketing Director, Moët Hennessy India.

Given that ‘crafting experiences’ is the philosophy that guides the products of Moët Hennessy, the company’s new launch Volcán de mi Tierra is well-placed to make a deep rooted connection with India. The goal is to curate truly exceptional moments that intrigue, inspire, and elevate the way Indian consumers interact with its brands. Moët Hennessy’s portfolio already occupies a distinctive space in the industry, celebrated for its legacy of craftsmanship and heritage. In key categories like Cognac and Champagne, the company is an undisputed leader, with iconic brands such as Hennessy, Moët and Chandon, and Dom Pérignon setting the benchmark for excellence. Now with Volcán de mi Tierra, the company is aiming to leverage the tequila boom in India.

A Volcanic Story 

Volcán de mi Tierra, which translates to ‘Land of the Volcano,’ is deeply rooted in the story of its birthplace—the Tequila Volcano in Jalisco, Mexico. This volcano erupted over 200,000 years ago, shaping the land and enriching the soil with volcanic minerals like basalt and iron. This unique terroir is the foundation of the product’s distinctive character, allowing the company to craft a tequila that’s as bold and transformative as its origin. “Volcán de mi Tierra is unique in its blending of two terroirs—lowland agave for spicy, herbaceous notes and highland agave for fruity and elegant aromas,” says Smriti. A collaboration between the Gallardo family, who have upheld the tradition of tequila-making for centuries, and LVMH, Volcán de mi Tierra celebrates heritage and craftsmanship with luxury to reimagine what tequila can be. What sets it apart is that it is one of only five single-brand, additive-free distilleries among 168 tequila producers globally. Using 100 percent Blue Weber agave, fully ripened to ensure natural sweetness, the product is crafted without additives and entirely by hand, maintaining its authenticity and heritage. This purity offers an unparalleled luxury tequila experience, reflecting excellence at every step. “With Volcán de mi Tierra, we are not just participating in the tequila market but redefining it. We aim to elevate tequila drinking in India, offering a sophisticated, all-natural product that perfectly aligns with the growing Indian desire for authenticity, craftsmanship, and luxury,” Smriti informs.

A Sip To Savour

From handmade barrels to bottles that are meticulously hand-painted and sealed, every detail speaks about Moët Hennessy’s commitment to excellence. The result is a tequila portfolio that includes exceptional expressions like Blanco, Reposado, Cristalino, and Volcán X.A., offering the luxury-seeking Indian consumers a refined tequila experience, whether sipped neat or in a cocktail. Each expression highlights the product’s expertise in blending and ageing, representing the pinnacle of craftsmanship. While Volcán Blanco offers herbal and citrus notes with a combination of fruity and floral profiles, Reposado is a combination of highland agave that has been aged in American and European oaks for six months with fruity and nutty notes. Cristalino is a reposado refined through charcoal filtration for clarity and delivers silky depth, finished in a combination of whisky and cognac barrels. Meanwhile, Volcán X.A is an assemblage of three differently matured tequilas— Reposado, Añejo and Extra-Añejo, representing the art of blending. Its ageing process in exclusive handcrafted casks adds toasted and vanilla aromas, creating a complex and balanced profile. Through carefully curated experiences, Moët Hennessy aims to highlight the artistry, heritage, and innovation behind this exceptional spirit.

Overview & Outlook

Globally, as well as in India, tequila is transitioning from a ‘shooting’ spirit to one that is savoured and enjoyed, similar to aged whiskies or rums. Its dynamic flavour profile and versatility, whether enjoyed neat, on the rocks, or in cocktails, resonate with India’s increasingly sophisticated audience. Consumers in India are embracing tequila’s unique characteristics, fuelled by curiosity and a growing appreciation for premium spirits. Tequila is a $50 million market globally, growing by 4 percent year-on-year. Mirroring this trend, India has seen a significant tequila boom, emerging as the fastest[1]growing market for premium tequila worldwide, with an impressive 80 percent growth in 2023 compared to 2022. This growth momentum is forecasted to continue, with a projected 25 percent CAGR over the next five years, driven by the evolving consumer preferences. “Our strategy for India is deliberate and phased, targeting key tequila markets like Mumbai, Goa, Gurugram and Delhi that account for over 60 percent of the premium tequila consumption. We are focusing on premium retail and on-trade outlets, enhancing consumer engagement through various curated moments, bespoke experiences, and tastings,” Smriti informs.