Tequila enjoys a sunrise as India's love for gin cools

Gin may have lit up cocktail menus over the past few years, but drinkers may be moving on.

- Varuni Khosla

Agave spirits, tequila and mezcal are taking the spotlight even as vodka makes a quiet comeback. Yet, whisky, India's long-time favourite, still dominates.

Whether at a rooftop bar or house party, tequila shook off its old party-shot image with affluent urban consumers taking to cocktails like Picante and Paloma. Agave spirits, tequila and mezcal grew the fastest at 36% by volume in the country last year, according to the latest consumption numbers for 2024 that international drinks consultant IWSR shared exclusively with Mint.

Vodka volumes rose 5% across price levels, making it one of the stronger performers this year. But brandy and rum stayed mostly flat, with just 2% volume growth, IWSR said. The biggest surprise was gin. While the rise of gin seemed unstoppable until now, its volumes grew just 1% in 2024—a sign that the buzz around many homegrown craft gins may be wearing off, or at least slowing down.

Tequila's rise mirrors a growing tendency among India's younger consumers to try out premium spirits, which has bolstered the industry's growth amid rising incomes and social acceptance. IWSR estimates the country's $32-billion liquor industry to expand by an incremental $7 billion by 2028.