In a major political and legal flashpoint, the Enforcement Directorate (ED) on July 19 arrested Chaitanya Baghel, son of former Chhattisgarh Chief Minister Bhupesh Baghel, in connection with the ongoing money laundering investigation linked to the alleged ₹2,100 crore liquor scam.
Chaitanya was taken into custody from the Baghel family’s Bhilai residence under Section 19 of the Prevention of Money Laundering Act (PMLA), following what officials termed “fresh evidence” and a series of new raids. He was produced before a local court and has been remanded to five days of ED custody.
ED officials claimed Chaitanya was “non-cooperative” during the search operations, prompting his arrest which was done under heavy police protection, amid protests by Congress workers. The timing of the arrest—on Chaitanya’s birthday—has triggered a political outcry from the Congress party, which accused the central government of using investigative agencies to target opposition voices.
Bhupesh Baghel Slams ‘Political Vendetta’
Reacting strongly, Bhupesh Baghel addressed the media outside his residence and accused the Centre of resorting to “birthday vendetta politics”. “To please their masters, Modi and Shah have sent the ED to my house. Bhupesh Baghel won’t bow down. We will fight this battle of truth,” he said. Baghel also drew parallels to previous ED actions on his own birthday, calling the raids “gifts” from the BJP-led Centre. “Nobody in any democracy gives birthday gifts like these. This is not law enforcement; it’s political intimidation,” he remarked.
The Congress party on July 19 staged a walkout from the Chhattisgarh Assembly to protest the ED action, terming it a clear case of “misuse of central agencies to silence opposition leaders.” The party also linked the timing of the raid to a scheduled discussion in the Assembly about alleged deforestation in Tamnar for an Adani-operated coal mine project. Bhupesh Baghel had recently visited the affected area in Raigarh district to support protesting villagers.
“Today was the last day of the session. We were to raise the issue of trees being cut for Adani in Tamnar. But instead, the ED is raiding Bhilai Niwas,” read a statement from Baghel’s office.
Background of the Liquor Scam
The liquor scam is alleged to have taken place between 2019 and 2022, during the Congress government’s tenure. According to the ED, a syndicate illegally generated over ₹2,100 crore in profits by manipulating liquor sales and evading taxes—with alleged political backing.
Chaitanya Baghel is alleged to have been a beneficiary of the scam’s proceeds. The probe has already seen multiple arrests of Anwar Dhebar, brother of Raipur Mayor Aijaz Dhebar; Former Excise Minister Kawasi Lakhma; IAS officer Anil Tuteja; and ITS officer Arunpati Tripathi.
The ED claims that commissions from the scam were distributed “as per directions from the highest political executives”. The ED has attached assets worth ₹205 croreso far.
In 2024, the Supreme Court quashed the ED’s original ECIR, which was based on an Income Tax complaint. The agency then urged the state’s Economic Offences Wing (EOW) and Anti-Corruption Bureau (ACB) to file a new FIR. That FIR was registered on January 17, 2024, shortly after the BJP won the Chhattisgarh Assembly elections, naming 70 individuals and entities, including former ministers and bureaucrats.
Diageo on 16th July 2025, announced that Debra Crew has stepped down as Chief Executive Officer and as a Board Director with immediate effect, by mutual agreement. Until a permanent appointment is made, Nik Jhangiani, Chief Financial Officer, will assume the role of Chief Executive Officer on an interim basis.
Diageo said that the Board had begun a comprehensive formal search process, which will include consideration of internal and external candidates.
Debra Crew has led Diageo as Chief Executive Officer since June 2023, having joined Diageo as a non-executive director in 2019, then serving as President of Diageo North America and subsequently as Group Chief Operating Officer.
Guidance for fiscal 25 and 26 remains unchanged from what was shared on 19th May 2025 in the Q3 Trading Statement, and Diageo will report its fiscal 2025 full year results on 5th August as planned.
John Manzoni, Chair, Diageo plc, said, “On behalf of Diageo and the board, I would like to thank Debra for her contributions to Diageo, including steering the company through the challenging aftermath of the global pandemic and the ensuing geopolitical and macroeconomic volatility. On behalf of all Diageo colleagues, I wish her every success in the future. The Board’s focus is on securing the best candidate to lead Diageo and take the company forward. We strongly believe Diageo is well placed to deliver long-term, sustainable value creation.”
Diageo, a global leader in beverage alcohol, saw a huge decline in the company shares since Crew took over, according to a report in a financial daily in the UK. Her career as CEO began with slump in sales in Latin America and during her tenure Crew was not able to convince investors that the decline in sales was not due to operational reasons, but due to a cyclical downturn. Diageo now states that its guidance for fiscal 2025 and 2026 remains unchanged.
Royal Stag BoomBox, brand’s flagship music IP in collaboration with Universal Music Group, returns with a fresh line-up under Royal Stag BoomBox Originals — a unique format that fuses melody and hip-hop. The platform now presents its first original of this season, SIGH — a collaboration featuring Nikhita Gandhi and Dino James.
Royal Stag BoomBox is back with its second season of BoomBox Originals – soundtracks that celebrate the brand’s spirit of Living It Large. It continues to redefine India’s musical landscape—blending genres, voices, and cultures and creating The Original Sound Of Generation Large.
Speaking about the collaboration, Nikhita Gandhi said, “Working on SIGH with Dino was such an exciting experience—it’s always refreshing to step out of your comfort zone and experiment. What I love about Royal Stag BoomBox is that it gives artists the freedom to truly express themselves—no filters, just pure sound and storytelling. It’s the perfect space to create something bold, new, and completely your own.”
Dino James added, “This track embodies everything we wanted to achieve – it’s bold, authentic, and unapologetically honest. Working with Nikhita elevated the entire composition, bringing a fresh dimension that perfectly complements the song’s energy. This is exactly what makes Royal Stag BoomBox such a compelling platform for artists. It encourages us to push creative boundaries and explore new territories.”
Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India said, “The universal language of music, has this remarkable power to unite people and create moments of pure magic. Royal Stag continues to celebrate music as its key youth passion pillar. With Royal Stag Boombox Originals we are set to elevate the experience with exciting new soundscape, blending the melodies of Bollywood with the pulsating beats of Hip-Hop, truly exemplifying the brand philosophy of Living It Large.”
Commenting on the collaboration, Preeti Nayyar, SVP & Business Head – India & South Asia, UMG For Brands, added, “Royal Stag BoomBox stands for bold expression and creative freedom to cross over from familiar sonic to discover new ones. At UMG for Brands, we are proud to support a platform that gives artists the space to experiment, blend genres, and create music that speaks to the youth. Royal Stag BoomBox Originals continues to bring together incredible voices from different musical worlds and turn them into unforgettable collaborations. It’s a true reflection of the evolving sound of India.”
Godawan Artisanal Indian Single Malt Whisky has been awarded Gold Medals for both its expressions, Godawan 01 Rich & Rounded and Godawan 02 Fruit & Spice, at the 2025 Monde Selection Quality Awards. This dual recognition further cements Godawan’s position as India’s most awarded single malt in recent times, with over 90 national and international accolades to date.
Unlike standard blind-tasting formats, Monde Selection adopts a comprehensive evaluation process, assessing each spirit not only for flavour and aroma, but also for authenticity, craftsmanship and purpose. This makes Godawan’s continuing wins at Monde Selection even more meaningful, affirming that Indian whiskies are not only on par with the world’s best, but also bring a unique identity to the global stage.
Crafted in the heart of Rajasthan, Godawan is India’s premium artisanal single malt whisky with a distinct story, one rooted in place and purpose. Named after the critically endangered Great Indian Bustard, locally known as Godawan, the brand represents mindful luxury and a profound respect for craft and conservation. Distilled in the arid climate of Alwar, Rajasthan, Godawan undergoes a unique ageing process shaped by the desert’s intense heat, which accelerates maturation and yields a richer, more full-bodied spirit. Using locally sourced six-row barley and a selective cask finishing process infused with Indian botanicals, each expression delivers layered complexity and refined character, resonating with both seasoned connoisseurs and curious new consumers. More than just a premium whisky, Godawan is backed by a strong commitment to sustainability, contributing to water conservation and ecological restoration initiatives across Rajasthan through Diageo India’s broader CSR efforts.
“As India’s most awarded single malt whisky, receiving consistent recognition from platforms like Monde Selection is a tremendous honour. This growing global momentum reaffirms our belief that India is not only crafting world-class whisky, but doing so with a distinctive identity, rooted in provenance, craft, and purpose. Year after year, we remain committed to upholding quality and consistency that resonates across cultures & continents,” says Vikram Damodaran, Chief Innovation Officer, Diageo India.
Building on this momentum, the brand has recently launched its latest Travel Retail Edition, now available on select duty-free shelves in Bangalore and Dubai.
Oaksmith has unveiled its most premium expression yet – Oaksmith Nagomi. With this launch, the brand blends Japanese craftsmanship and global whisky making expertise, setting a new benchmark for modern Indian whisky.
This expression brings together the richness of aged Scotch malts, smoothness of American Bourbons, and the precision of Japanese blending techniques to craft a whisky that is rich, smooth, and harmoniously balanced. Inspired by the Japanese philosophy of ‘Nagomi,’ which represents harmony and balance–this whisky is a testament to the art of bringing diverse elements together in perfect sync. Oaksmith Nagomi has been crafted by Shinji Fukuyo, Chief Blender at Suntory, who was recently honoured as Master Blender of the Year at the International Spirits Challenge 2024.
“With Oaksmith Nagomi, we are not just introducing a new expression; we are reaffirming our commitment to elevate the Indian whisky segment,” said Rishi Walli, Senior Director – Marketing & IMFL Brands, Suntory Global Spirits. “Nagomi, inspired by the Japanese ethos of harmony and balance, is a whisky crafted for those who seek a fresh expression of aspiration. It also represents our dedication to blending global excellence, heritage, and authenticity, creating distinctive, high-quality whiskies that offer a premium experience with a truly international spirit. This launch marks the next chapter of Oaksmith’s journey where our Japanese legacy creates something more elevated for the evolving tastes of India,” he added.
Oaksmith Nagomi is a sensorial celebration crafted for the Indian palate. From its intense rich gold appearance to smoky, spicy, and fruity aromas, it offers a full-bodied experience with woody undertones from oak casks, finishing bright, smooth, and surprisingly long. Inspired by Japanese aesthetics, the bottle design reflects strength, simplicity, and timeless elegance, resonating with modern Indian consumers who value authenticity and character.
Currently launched in Goa and West Bengal, Oaksmith will soon expand to more cities. With Nagomi – its most premium expression yet, joining Oaksmith International and Gold, the brand continues to bring Japanese craftsmanship and modern whisky-making expertise to India.
Paul John Whisky has announced the launch of itsLimited Edition Peated Port Cask, available exclusively at Cochin International Airport Duty Free starting July 16, 2025. This marks the brand’s second exclusive release at an international airport.
Crafted in Goa by John Distilleries, the limited-edition single malt highlights the brand’s signature coastal maturation. Bottled at 55.3% ABV, only 402 bottles are available. The whisky is non-chill filtered, contains no additives, and is initially matured in ex-bourbon casks before being finished in Port casks.
Tasting Notes
Colour: Old oak
Nose: Rich aromas of blackberries, prunes, dried fruit, and a hint of dark chocolate
Palate: Baked orange layered with smoky, dark caramel
Finish: Smooth, with honeyed sweetness and elegant oak undertones
“This exclusive release at Cochin Duty Free is not only a special experience for global travellers, but also a personal milestone for me,” said Paul P. John, Chairman of John Distilleries. “Launching this in my home state is a proud moment for the entire Paul John Whisky team.”
Rampur Jugalbandi #6, a limited edition Indian whisky has been named ‘Best World Single Malt’ at the 2025 John Barleycorn Awards held in the United States. The John Barleycorn awards are considered one of the most prestigious events in the global spirits world, and are judged by seasoned writers and industry experts.
Aside from this recently launched single-malt, two other Indian whiskies have also bagged awards for ‘Double Gold’ and ‘Gold in the Indian Single Malt Whisky – Tokaji Finish category’, respectively. Rampur Select secured a Double Gold, while Jugalbandi #5 earned Gold in the Indian Single Malt – Tokaji Finish category.
The Rampur Jugalbandi #6 is aged in rare Madeira casks in the north Indian climate, to attain the classic characteristics of the Rampur Single Malt whiskies.
Taste
The Jugalbandi series, #6, carries a pleasing aroma of floral and citrus notes, with a medley of fruits and caramelised pineapple and apricot on the palette. The alcohol by volume is 55.8 per cent.
Currently, this limited-edition Indian whisky is available in the Ospree Duty Free at Terminal 2 of Chhatrapati Shivaji Maharaj International Airport, Mumbai, and the duty-free at Terminal 3 of Delhi’s Indira Gandhi International Airport.
Rampur Select was awarded Double Gold for its signature smoothness and fruit-forward character. It is priced Rs. 12,500 for a 750 ml bottle. The blend is aged in the foothills of the Himalayas and is described as the ‘Kohinoor of Single Malts’ by the brand. Rampur Jugalbandi #5 received a Gold for its elegant and experimental cask finish and is matured first in American Bourbon barrels and then Tokaji wine casks, which infuses the liquid with fruity, floral and honeyed notes. The official MRP has not been disclosed.
Prices of IMFL products expected to increase by up to 65%
In the wake of the current increase in excise duty on Indian Made Foreign Liquor (IMFL) by the Maharastra government, International Spirits and Wines Association of India (ISWAI) has raised strong apprehensions over the government’s recent decision The announcement has triggered concern amongst the stakeholders in the industry with prices of IMFL products expected to increase by up to 65%. For instance, the price of a 180 ml bottle can now be expected to increase by ₹100–130, something that is already doing rounds by consumers on social media. ISWAI and industry experts anticipate this increase having far-reaching economic and social consequences.
Currently the alcobev industry contributes ₹23,290 crore annually to the Maharastra Government, which has seen a robust 11% CAGR in total revenues and a 35% CAGR in the premium segment between FY20 and FY24. The industry stakeholders feel that this might derail this momentum and ISWAI is urging an urgent review of the new policy.
Although the review seems unlikely since the new FTA between UK-India have brought down the imported liquor duty from 150% to 75% initially.
Sanjit Padhi, CEO, ISWAI, said, “This unprecedented hike is likely to push consumers towards cheaper alternatives, including unregulated and potentially unsafe liquor.” Coupled with the high arbitrage with neighbouring states, this raises the risk of market infiltration by illicit products, posing a serious public health threat and undermining consumer safety he added.
This can also have more far etching implications according to ISWAI. Some of which include:
A potential decline in IMFL volumes may reduce demand for grain-neutral spirit (GNS), adversely affecting rural grain-supplying farmers
Likely downward trade for consumers to lower-end or cheaper products
This will impact expected incremental revenue to the government will be marginalised
Workforce rationalization at manufacturing units could result in job losses
Significant disruptions of ancillary sectors like logistics, packaging and bottling
Reduced footfall and revenue in bars and restaurants
There is a heightened risk of unintended consequences, including a surge in the consumption of illicit liquor and cross-border smuggling, particularly from neighbouring states like Goa and Madhya Pradesh, driven by the significant price arbitrage. This infiltration could severely impact both revenue collections and public safety.
ISWAI is also cautioning that the recent price hike may undermine the government’s revenue objectives by fueling non-compliance and expanding the illicit trade network. Rather than generating higher tax collections, the move could result in revenue leakages, as consumers turn to unregulated and untaxed sources of alcohol.
While the government has introduced a new category – Maharashtra Made Liquor (MML) – targeted at the ₹150–205 price range for 180ml, this segment is being vacated by existing IMFL brands, which are moving up to the ₹205+ bracket. However, with MML production expected to take over six months to ramp up, the interim period is likely to create a market vacuum, leading to potential revenue losses for the state.
“A balanced policy will not only ensure steady revenue inflow but also safeguard the interests of stakeholders across the value chain,” adds Sanjit Padhi. The industry, while supportive of reform, advocates a sustainable and revenue-positive model that balances fiscal goals with market realities.
Popular homegrown beer makers share how visual design choices affect what lands in the cart and why.
The Indian beer industry is moving through an exciting phase of transformation. With an estimated 720 million young consumers influencing buying patterns, and the market projected to grow from INR 444.6 billion in 2024 to INR 802.5 billion by 2033, beer brands are navigating a fiercely competitive space with creative agility. In a country where direct advertising is heavily regulated, packaging has emerged as the most influential communication tool for alcoholic beverages. Visual identity, storytelling, convenience, and shelf presence are now essential.
Packaging as Brand Language
Avneet Singh, Founder and CEO, Medusa Beverages
In the absence of traditional media outreach, the label does the talking. For Avneet Singh, Founder and CEO of Medusa Beverages, packaging is a strategic asset. “It’s the frontline of brand communication. We treat our can like a silent salesman. It signals our ethos, style, and appeal to a youthful, confident Indian identity.”
Arjit Ghosh, Vice President-Sales, Lone Wolf
At Lone Wolf, Vice President-Sales Arijit Ghosh speaks of a similar emphasis noting that packaging becomes a crucial touchpoint. It reflects their philosophy and values, and they aim to connect emotionally with the consumer through design.
Sachin Abrol, Co-founder and CEO of Prisco Potion Private Limited, adds that packaging is the most direct interface between the buyer and the brand. “We treat it as a canvas to build emotional connection and communicate the brand story.”
Intekhab Aslam, Head of Marketing, SOM Distilleries
Intekhab Aslam, Head of Marketing at SOM Distilleries, notes that the twist cap on Woodpecker Beer was developed to prioritise ease of use and comfort. Their design strategy emphasises intuitive experiences and functionality that serve immediate consumer needs.
Abhinav Jindal, Founder and CEO of BeeYoung
Packaging has become the handshake between brand and buyer. And as beer buying becomes more experiential, packaging performs both at point-of-sale and post-purchase.
Abhinav Jindal, Founder and CEO of BeeYoung, sees packaging as the product’s storyteller: “The can must evoke emotion and aspiration. It should reflect who we are brewing for.”
Shekhar Swarup, Joint Managing Director at Globus Spirits Limited
Shekhar Swarup, Joint Managing Director of Globus Spirits, which introduced Carib Premium Strong Beer to the Indian market, believes packaging is no longer just the outer shell; it’s the identity. With advertising restrictions in place, Swarup sees packaging as the lead storyteller, capturing the ethos of the Caribbean-inspired brand. For Carib, bright yellow tones, sunray motifs, and blue waves aren’t mere visuals; they convey vitality, cultural roots, and a shared love for cricket that connects India and the Caribbean. “It’s often the first and most lasting impression,” he notes.
The Design Process
Creating packaging that reflects brand character is a nuanced process. Design decisions reflect ongoing interpretations of consumer preferences and brand evolution.
Medusa draws inspiration from mythology and pop culture to mould its visual story. Singh shares that symbols like Medusa and bold metallics are intended to resonate with a new-age Indian mindset.
Ghosh highlights Lone Wolf’s minimal aesthetic. Their use of black for lighter beers and white for stronger ones helps create standout presence. “That’s a deliberate strategy. The hashtag #unfollow encapsulates our philosophy,” he says.
Prisco Potion’s approach is built on emotion, according to Abrol. From identifying the feeling to translating it through material, colour, and texture, their aim is to anchor authenticity.
Carib’s packaging reflects the vibrant personality of its origins. Swarup explains that the design team focused on infusing Caribbean identity into every element. The choice of colours, the batsman icon, and the “United by Cricket” tagline are a nod to shared sporting passions between regions. It’s a packaging narrative that seeks familiarity while bringing freshness to Indian consumers.
SOM’s yellow Glide and black Crest caps ensure ease of recognition. Aslam mentions that the bottle design supports everyday usability.
Jindal explains that BeeYoung Beyond’s matte finish and copper tones borrow from international design while incorporating ingredients such as Doon basmati rice to ground it locally. “The design must echo the beer’s character,” he says.
Seasonal Editions and Engagement
Seasonal releases and festive packaging have become effective tools to spark buzz and deepen brand engagement. Medusa’s House of the Dragon collaboration featured collector’s edition cans with dragon-scale motifs. “This became part of pop culture discourse,” notes Singh. The collaboration led to spikes in digital engagement and store-level demand.
At Prisco Potion, limited-edition packaging is part of the plan. According to Abrol, these drops boost visibility and consumer interaction, especially across visual-first platforms. “We design packaging people want to post about,” he says.
BeeYoung also uses its microbrewery Brewgarden to trial seasonal brews. “Each label or tap handle reflects the season. These become conversation pieces and content for organic reach,” explains Jindal.
SOM launches festive gift packs during key holidays. Aslam views these as purposeful extensions of their visual presentation.
At Lone Wolf, Ghosh shares that their engagement focus lies in crafting seasonal cocktail recipes rather than altering packaging.
Swarup mentions that Carib is currently focussed on strengthening its presence with its core product identity. While festive or limited-edition designs hold promise for the future, the brand aims to first cement recognition and familiarity with its core aesthetic.
Shelf Presence vs Store Rules
In a fragmented market, shelf presence presents ongoing hurdles. Indian alcohol retail follows state-specific policies that affect everything from SKU dimensions to display permissions. As the beer segment grows with frequent product introductions, those who align packaging with both regulation and retail shelf design stay more noticeable.
“Shelf real estate is often monopolised by larger players,” says Singh. “Our solution: bold fonts, high-gloss finishes, and compact layouts that work in dimly lit stores.”
Swarup notes that packaging design isn’t revisited only during product launches. It remains a continual exercise. Collaboration with Carib International ensures that feedback loops, retail behaviour, and shifting trends are considered regularly, helping the brand stay relevant amid regional constraints.
Prisco Potion believes that standout packaging delivers instant impact and layered detail. It should catch the eye quickly but also reveal thoughtful design choices upon closer inspection.
BeeYoung considers distance viewing. “Our design stands out from five feet away in a crowded store. That requires both form and function,” states Jindal.
Lone Wolf reflects on differing conditions across regions. “In cities like Goa, design contributes more due to visibility. In others like Delhi and Chandigarh, the effect is different,” says Ghosh.
Instagram-Ready, Shelf-Ready
With discovery now influenced heavily by digital content, brands are aligning packaging for both physical and virtual impact. Singh explains that Medusa’s mock-ups are reviewed in influencer grids and visual simulations before hitting shelves. “If it doesn’t capture interest visually, it doesn’t move forward.”
While Jindal focusses on tactile detail, ensuring BeeYoung’s cans have distinctive textures and rich colours, Abrol at Prisco Potion considers shareability key. “Packaging that photographs well ends up being reposted and remembered.”
Carib’s packaging has been tailored to appeal across both in-person and social formats. According to Swarup, the objective was to create an experience that resonates with younger, urban consumers who often make snap decisions. The brand’s visual personality supports both tactile recall and online curiosity.
Ghosh values consistency. Lone Wolf’s labels are curated to stay recognisable on shelf and screen alike, while Aslam views packaging as a premium artefact; pleasing in person and polished for digital appeal.
This dual-readiness enhances brand exposure, as packaging increasingly enters the frame of everyday consumer storytelling.
Innovation and Future Directions
India’s beer packaging sector aligns with broader international trends. According to IMARC Group, the global beer packaging market stood at USD 25.9 billion in 2024 and may reach USD 33.9 billion by 2033. Rising craft beer demand, aesthetic focus, and sustainability preferences are redefining packaging goals.
Medusa is introducing AR-enabled packaging and collaborating with artists. “We’re curating design stories connected to regional culture and independent creators,” says Singh. Their internal R&D team is also exploring new finishes that react to temperature changes,creating a dynamic visual experience. This could lead to limited runs tailored for summer or festive seasons.
Prisco Potion is working on immersive packaging solutions. “We’re integrating augmented reality and eco-responsible materials to match evolving expectations,” informs Abrol. The team is experimenting with smart codes embedded into cans, allowing consumers to access exclusive content and loyalty programmes with a scan.
BeeYoung is building on sustainability and regional sourcing wherein they are highlighting ingredient origins through local artist collaborations and biodegradable formats. The brand is also studying reusable packaging models, particularly for urban taproom distributions.
SOM is simplifying visual design while embracing environmental goals. Their new labels reduce ink use and they are exploring partnerships that support visual storytelling. “Discussions are underway with packaging innovators to create water-repellent labels that maintain clarity in chilled environments,” shares Aslam.
Lone Wolf maintains its clarity-first philosophy. “Our designs take time and careful thought. We modify only when it adds real value,” notes Ghosh. They are currently conducting market tests with alternate materials that offer higher shelf life while preserving design sharpness.
Swarup shares that innovation in packaging remains a critical area of exploration for Carib. While the brand has taken a steady approach in its India rollout, the future may see the introduction of smart features and sustainability-led formats as they adapt to local market cues and global directions.
With the Indian beer market expanding at an annual growth rate of 6.72%, packaging innovation is becoming a key tool for market relevance and recall. From fostering shelf standout to shaping digital conversations, it’s become central to beer’s story in India, crafted as thoughtfully as the brew inside.
A few years ago, if someone walked into a bar in Delhi and asked for tequila in a tumbler with ice, eyebrows would rise. Today, it fits right in. Spirits that once lived in the background of parties are now selected with care, discussed over meals, and sipped with intention. Tequila is part of this change, gaining recognition not through noise but through dimension.
Now arriving at Mumbai and Delhi airports during peak travel months is Patrón El Alto, the latest premium expression from Bacardi’s portfolio. With passport counters running overtime, new flight routes expanding, and flyers strolling through upscale duty-free stores before takeoff, this launch feels like smart timing.
Behind the scenes of this shift stands Jonas Gustav Ax, Head of Advocacy for Bacardi across India and nearby regions. With two decades of experience behind the bar and in the field—from London’s cocktail scene to Malaysia’s mixology circles—Jonas brings global perspective to local conversations. Based in Delhi with his wife and their rescue dog, he balances his time between bar takeovers, education programmes, and a growing curiosity about Indian ingredients.
In this interview with Ambrosia, Jonas shares why Patrón El Alto speaks to India’s new wave of drinkers, how it blends tradition with ambition, and what makes a tequila feel right at home in a whisky-loving country.
What makes the launch of Patrón El Alto in India timely from a strategic perspective?
India’s premium spirits market is expanding steadily, with consumers making more thoughtful decisions around what they drink. There is growing interest in products that reflect skill, origin, and quality. At the same time, cocktail culture is becoming more expressive, and bartenders are approaching spirits with new energy. This moment presents the right opportunity to introduce a tequila that captures both care in creation and potential for creativity. El Alto aligns with this shift and lands at a time when people are open to discovering something layered and thoughtfully prepared.
Tequila is moving into the premium category globally. What factors are supporting this change and how does El Alto connect with that direction?
Drinkers are becoming more curious about what goes into the bottle. There is growing awareness about where spirits come from, how they are produced, and what kind of character they develop over time. Tequila, which was once seen through a limited lens, is now being explored with the same attention once reserved for whiskies and brandies. For decades, Patrón has focussed on small-scale production and unprocessed ingredients. El Alto builds on that foundation by introducing a blend of aged styles that reflect precision and thought. It continues the journey while also expanding what tequila can offer.
El Alto is described as ultra-premium. How would you define its role in the Patrón collection, and how is it different from the others?
This expression sits at the highest point within the lineup. The core variants—Silver, Reposado, Añejo—highlight clarity and structure, while El Alto introduces additional depth through its blend of long-aged components. It draws from a range of barrels, each bringing something distinct to the final composition. What also shapes its identity is the use of both volcanic stone milling and more modern methods, resulting in a profile that is broad, polished, and complete. The attention to technique sets it apart in both texture and personality.
Tell us more about how El Alto is crafted. What role do blending and production methods play in defining its character?
The entire process begins with two contrasting extraction styles. The Tahona method, involving a circular stone, brings out grounded, mineral elements, while the roller mill introduces freshness and herbal tones. After that, the spirit is placed in a variety of barrels—eleven in total—each lending unique qualities. The final blend is assembled after several rounds of testing, where careful proportions are chosen. The result carries warmth, sweetness, subtle fruit, and a refined finish. It reflects care at every point, from start to final pour.
What inspired the choice to combine Extra Añejo and Reposado tequilas in this expression? Was this primarily creative or strategic?
It came from both intention and instinct. From a broader viewpoint, this combination creates something that appeals to seasoned agave fans as well as those more familiar with aged dark spirits. At the same time, it gave the master distiller room to create balance: one part richness, one part brightness. That duality makes it versatile. It performs well in spirit-forward drinks while remaining approachable in simpler formats. The blend brings together structure and softness in a way that adds reach across styles and settings.
What are some common myths about tequila that you’re hoping to change with El Alto and Patrón’slarger storytelling?
One of the most familiar beliefs is that tequila belongs only in party settings or is meant to be consumed quickly. Another assumption is that all tequilas deliver a similar experience, with little variation in quality. Through El Alto, the intention is to introduce a different perspective; one that highlights nuance, aging, and variety. This spirit carries the kind of structure and intensity often associated with dark aged liquors. Whether served neat, over clear ice, or in a well-built drink, it encourages a more considered way of enjoying agave.
Who is the ideal Patrón El Alto consumer in India? Are you targeting connoisseurs, new-age luxury seekers, or both?
Both profiles are part of the audience. El Alto speaks to individuals who already understand the value of process-driven spirits and are looking to explore further within the agave category. It also connects with a newer generation of luxury-minded drinkers who want experiences that feel international yet rooted in authenticity. These are curious people who look for meaning in what they select, and who value elegance and intention in their choices.
What’s the distribution strategy for El Alto in India? Will it be available only in select cities or at premium venues?
The emphasis is on placing El Alto in environments where attention to quality is a shared value. This includes bars and restaurants known for refined menus, thoughtful bartending, and strong engagement with premium spirits. Along with that, the spirit will be available in high-end retail outlets across key locations. This approach allows people to encounter the brand in different ways: through curated pours at hospitality spaces, or as part of their personal collection at home.
Can you share details around the pricing strategy for the Indian market and how it aligns with your global positioning?
This expression is crafted for those who appreciate refinement and are comfortable choosing quality through a well-made product. Its preparation involves selecting agave with care, aging across multiple cask types, and blending in small batches. That level of effort is reflected in the pricing. In Mumbai, El Alto is placed at ₹29,500, which corresponds with its position across other markets. The amount captures the time, materials, and craftsmanship that define its identity.
With India’s luxury spirits market evolving rapidly, what long-term opportunities do you see for premium tequila in the country?
India holds significant promise for growth in this category. As more people look for substance and origin in what they enjoy, tequila becomes a natural addition to their repertoire. Awareness around sipping tequilas is growing, and cocktail menus are evolving to include more agave-based options. The openness to newer formats, ingredients, and cultural references works in favour of this spirit. As people continue to explore spirits with character, tequila has the potential to become a regular part of premium choices in both casual and formal settings.
Are there plans to expand the broader Patrón portfolio in India following El Alto’s launch? What can we expect next?
The core Patrón range—including Silver, Reposado, and Añejo—is already present across India. With El Alto now available, the portfolio feels complete in terms of offering options for both cocktails and sipping. The next phase is not about more products, but about building understanding. That includes working with hospitality partners, creating engaging experiences, and giving drinkers more opportunities to explore how each variant expresses agave differently. Once familiarity grows further, additional introductions may follow, based on what consumers show interest in exploring next.
You’ve travelled extensively for the brand. How does the Indian palate compare when it comes to accepting complexity in spirits?
People in India have always had an appreciation for flavour that carries variation and richness. The way cuisine is prepared and enjoyed already reflects this instinct. When introduced to a spirit that reveals something new with every sip, the response is immediate. There’s curiosity and a willingness to ask questions, explore textures, and notice changes over time. This makes it an exciting space for introducing agave spirits with structure and identity.
How do food pairing and cocktail culture influence how you present tequila in emerging markets like India?
Food plays an important role in shaping how spirits are experienced here. The variety in ingredients, preparation styles, and flavours allows tequila to be presented in creative and surprising ways. Pairing El Alto with bold, well-seasoned dishes enhances both elements, creating an experience that feels complete. On the cocktail side, bartenders are constantly experimenting with new formats, regional ingredients, and storytelling techniques. Their work helps open new doors for tequila and brings it into conversations where it previously had limited presence.
Finally, what’s your favourite way to enjoy El Alto and how would you introduce it to someone trying tequila for the first time?
My favourite way to enjoy El Alto is on a big single block of ice, served super chilled. I also love it in a tall Ranch Water: El Alto in a highball glass full of ice, topped to the brim with soda water. For someone new to this style, that second option works well. It’s refreshing, inviting, and gives space to appreciate the liquid without overpowering the senses.
