really change? Nikhil Agarwal credits the quality of the tequila for its newfound reputation. “The recent surge in tequila is because of the creation of high-end tequila that is meant to be savoured,” says Agarwal. “There is a huge difference between the young tequila drinkers who is looking to get wasted vs the quality tequila drinker who is looking to savour.” Agreeably, Ishaan Bahl talks about a good quality tequila that it is essentially just distilled agave juice with no additives. “It has incredible flavour and seldom requires any additions or changes,” he adds. One thing our experts agree on is the complexity of tequila. While it always has been a fun drink for all, it is now a favourite among mixologists who are exploring good quality tequila instead of simply grabbing silver and mixing up margaritas. “It is more than just a shot; tequila cocktails are diverse and a lot of fun to explore,” Nilesh Patel adds. “You can mix up the original margarita or enjoy it in a variety of flavours.” According to Bahl, tequila has always been a bartender’s favourite tipple thanks to its ability to be mixed with a variety of ingredients; it is versatile and refreshing in cocktails. As for the revolution of tequila, Bahl believes, it’s only the beginning. “I think the tequila revolution has only just begun with a lot of new-age mixologists all over the globe constantly experimenting with the spirit. There is still a lot to be discovered in the tequila cocktail segment.” While tequila cocktails are all the hype right now, tequila shots do continue to have a prominent space in the liquor industry. The people driving tequila consumption on an artisanal level do enjoy drinking tequila in multiple ways, be it a cocktail or a neat drink, and of course an occasional tequila shot as well. Bahl believes that even though there is plenty of experimentation with tequila cocktails, tequila will always be enjoyed as a shot amongst the younger populace. Tequila without a doubt has become what it is because of the attention it receives in the United States through mass media like TV, Hollywood and celebrity Villa One by Nick Jonas Rosa, Tequila Codigo 1530 Rosa - Tequila Codigo 1530 - Nikhil Agarbuy Tequila brands. Tequila in India The position of tequila in the liquor industry has never been in question. Tequila has always been thriving internationally, however, its presence in the Indian liquor industry has been on the rise post pandemic. “Post the pandemic, tequila has been thriving and has been the number one spirit for over the last 3 years,” says Patel. Exposure to good quality tequila in India might’ve started through a number of ways, according to Agarwal. “...people travelling to the states for business, tourism or even education could have triggered an exposure to tequila,” he says. “And then there are the higher-end tequilas which became available in India leading to the consumption and increase in demand of the spirit. Once a leading bar catches on to the trend, other bars take it up quickly.” Tequila has been finding its way amidst the gin revolution and popularity of single malts in India. It has been fighting it out for second spot with whiskey leading the way, while gin continues to be a current favourite, especially when it comes to cocktails. “I think the gin revolution is slowing down and agavebased spirits are the new trend; I believe these will get stronger in the years to come. The tequila revolution, on the other hand, has already begun to have a massive effect,” Agarwal adds. When it comes to tequila, India is hardly spoilt for choice. Because of the limitation the number of brands available, tequila was only considered as a shot as far as its position in the industry is concerned. However, it has certainly grown in markets both in India as well as internationally. A minor contributing factor would be the rise in celebrity owned tequilas. From Dwayne Johnson’s The Rock tequila to Nick Jonas’ Villa One, celebrity owned tequila has certainly helped amp up the reputation of the fine spirit. “The celebrity-owned brands have created enough hype for tequila, popularising it across the globe,” adds Bahl. “And now you even have new options like low calorie and sugar-free tequila which makes it a hit among all groups!” To sum it up, the popularity and growth of the global tequila industry has been on an extreme rise, credits to its premiumization and novel experimentation by mixologists and bartenders. In fact, the tequila market worldwide has increased by 22% since 2014 and is expected to reach a whopping USD 14.35 Billion The Rock Tequila 34|L U X E B O O K|O C T O B E R 2 0 2 2 O C T O B E R 2 0 2 2 |L U X E B O O K| 35
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