Platinum Liquids partners with Loca Loka for GTR expansion

Platinum Liquids, helmed by industry veteran Gaurav Joshi, has announced a new partnership with rising tequila brand Loca Loka to spearhead its entry into Global Travel Retail (GTR).

The brand is making its global debut in GTR at Rajiv Gandhi International Airport in Hyderabad, where passenger traffic has risen by 15.25 percent in the 2024-2025 financial year, reaching 21.3 million. The airport has also significantly expanded its international connectivity this year, introducing direct flights to Hong Kong, Hanoi, Addis Ababa, and Amsterdam.

Platinum Liquids and Loca Loka will showcase the brand at the TFWA Asia Pacific Exhibition in Singapore, held from May 11 to 15.

Founded by IronHill CEO Harsha Vadlamudi and co-created with Indian actor Rana Daggubati and renowned composer Anirudh Ravichander, Loca Loka Tequila blends Indian cultural influences with traditional Mexican tequila craftsmanship. The brand has already gained traction in the United States with its Tequila Blanco and Tequila Reposado expressions and is now preparing for a global rollout.

“This collaboration with Loca Loka aligns perfectly with our mission to introduce distinctive and innovative premium brands to global consumers,” said Gaurav Joshi, CEO of Platinum Liquids. “The fusion of Indian creativity and Mexican heritage in Loca Loka makes it a natural fit for discerning travellers looking for new discoveries in travel retail.”

Travel Retail is set to act as a launchpad for the brand’s international recognition. “Our mission is to craft bold, globally appealing tequila that celebrates the beauty of cultural connection. For us there’s no better way to do this than in the luxury space of travel retail, where we can create a perfect fusion of the world’s most premium retail market and the unrivalled time there is in GTR for story-telling and engagement with culturally curious consumers, evoking both wanderlust and celebration on their travels.

“With this partnership between Platinum Liquids and Loca Loka, we aim to redefine what premium tequila represents in the fast-evolving world of global travel retail. Our plans include innovative experiential formats and pop-up activations in premium airport lounges and duty-free boutiques to dial up the joy in the discovery of this new brand with buzz, engagement and product sampling,” commented Harsha.

Distilled in the highlands of Jalisco, Loca Loka Tequila is additive-free and made from 100 percent highland agave using a meticulous five-step process that yields a refined balance of sweetness and spice. Beyond its clever cross-lingual name, Loca Loka’s flavour profile encapsulates the vibrant fusion of Indian and Mexican cultures, each known for their warmth, colour, and festive spirit.

To cater to international audiences, the brand will feature multilingual packaging, region-specific digital content, and immersive retail installations while staying true to its Indo-Mexican identity. Upcoming launches are planned at major global airport hubs including Changi, Dubai, and Heathrow. Additionally, Loca Loka is set to debut in key international markets this year, including Indonesia, the Philippines, and several US cities such as Las Vegas, Miami, and Washington, DC.