The Mexican New Wave

India is suddenly tripping on tequila. From being the party favourite for shots to becoming a high-end sipping spirit to be savoured in leisure, the agave-based alcohol has had a luxe update. The head of advocacy for Bacardi India, Jonas Gustav Ax weighs in on India's latest 'it' drink

- By Ananya Ghosh

When about a year back, during a house party, a woman walked in with her own bottle of tequila and poured it in a flute glass, I was a tad surprised. For me, tequila was all about the shot of shame—to be gulped down with lime and salt as a ritual to end a night of drunken debauchery with your girl gang in your 20s.

Over the last decade, tequila has re-branded itself from a party spirit consumed in shots to a premium sipping spirit enjoyed neat or with a block of ice. And it is experiencing an unprecedented boom in India—the premium tequila market is expected to grow to $5.83 million (Rs 48.7 Crore) by 2031 at a CAGR of 7.45 per cent. While there is a focus on luxury spirits in general and agave cocktails are having a moment, what also helps is that tequila, with its spice-tinged smooth, sweet, and fruity flavour profile, pairs very well with Indian cuisines. Moreover, being a 'clean' choice, it has become a go-to for a growing number of health-conscious consumers and the mindful drinking enthusiasts—agave doesn't cause blood sugar spike, neat tequila has less sugar and fewer calories, and if it's of good quality, chances are that you won't wake up with a headache the next morning.

One of the emerging key players in this segment is PATRÓN, the iconic tequila brand which is part of Bacardi Limited's portfolio. Recently, it launched its most premium tequila—Patrón El Alto—in India setting a fresh benchmark in the luxury spirit market. Made from the finest 100 per cent Weber Blue Agave grown in the highest parts of Jalisco, Mexico, it is a sumptuous blend of perfectly aged extra añejo, añejo and reposado tequilas and is crafted in small batches using just three ingredients—agave, water, and yeast.