Tag Archives: Cocktail Culture India

Loca Loka Launches in India

Award winning tequila lands in Mumbai, after debuting in the US and Southeast Asia
Co-founded by actor Rana Daggubati, entrepreneur Sree Harsha Vadlamudi and composer Anirudh Ravichander

Loca Loka, tequila brand, co-founded by entrepreneur Sree Harsha Vadlamudi, actor Rana Daggubati and composer Anirudh Ravichander, recently launched in India starting with Mumbai. The brand, which debuted internationally in late 2024 in the US and Southeast Asia has since expanded distribution across multiple markets, is introducing its Blanco and Reposado variants to Indian consumers.

**Sree Harsha Vadlamudi, Co-Founder & CEO, Loca Loka**, **Rana Daggubati, Serial Entrepreneur, Co-Founder, Loca Loka, Anirudh Ravichander, Renowned musician and composer, Co – Founder, Loca Loka,**

Loca Loka was imagined in India and produced in Jalisco, marrying Mexican distillation heritage with Indian creative sensibilities, hence its name: Loca (Spanish for “crazy”) meets Loka (Sanskrit for “world”). Since launch, the brand has earned serious shelf credibility, including medals at international competitions. The India debut signals a targeted push into urban, experience-led retail and on-trade channels.

The brand hosted an exclusive, invite-only tasting and conversation where the three founders explored the nuances of the tequila. Guests were treated to curated serves that spotlighted Blanco’s bright agave-driven notes and Reposado’s oak-kissed complexity, designed both for sipping neat and for premium cocktails that reflect India’s evolving bar culture. This was followed by a later crescendo at a sit down dinner in Delhi and an experiential party in Mumbai.

Loca Loka Blanco and Reposado, that picked up medals at the San Francisco World Spirits Competition 2025, New York International Spirits Competition, Miami World Spirits Competition and WSWA Wine & Spirits Tasting Competition in Denver, will first appear in Delhi, Mumbai, Bengaluru, and Hyderabad, along with key airport duty-free stores.

“Loca Loka is a business built on craft and clarity that ranges from sustainable agave sourcing to barrel strategy and global placement. India is a market that’s shifting to premium, and our rollout is designed to meet that shift with measured distribution and trade partnerships that respect the category,” said Sree Harsha Vadlamudi, CEO.

Rana Daggubati, added, “Storytelling is the spine of this brand because it’s not just a bottle, it’s a cultural remix. Loca Loka lets us celebrate two worlds at once: Mexico’s terroir and India’s colour and rhythm. The launch will be a narrative in motion.”

“The first sip tells you what careful distillation and intelligent maturation can do. Our Blanco and Reposado are crafted to deliver clear agave expression with layered subtleties making them bottles that perform both on the rocks and in signature cocktails. And here’s a little secret: the yeasts actually ferment better with music. This time, they worked to a playlist of my own tracks. Let’s just say the tasting notes might hit a few unexpected high notes,” 0said Anirudh Ravichander.

Anirudh added Loca Loka is built by entrepreneurs and artists, people who believe in creativity, culture and craft.

Born in the highlands of Jalisco, Mexico, and crafted under the expertise of third-generation distiller Willy Bañuelos Ramírez, Head of Production at the Jalisco distillery, Loca Loka carries forward a legacy of precision and pride. Joining the founders at the India launch, Willy added, “Bringing Loca Loka to India feels like the most natural next chapter in our journey. India has an instinctive appreciation for craftsmanship, purity, and flavour, qualities at the heart of our 100% agave tequila. Watching Indian consumers explore tequila with such curiosity and confidence is exciting for us as distillers. With Loca Loka, we’re creating a new conversation between Mexico’s agave heritage and India’s evolving, adventurous palate. This launch is a cultural crossover we’re proud to pour.”

The Indian tequila market is projected to grow at double-digit rates amid rising disposable incomes, urban cocktail culture and premiumisation of spirits. The India tequila market reached USD 600.1 million in 2024 and is forecasted to hit USD 1.68 billion by 2033 at a CAGR of 12.1%. Industry data also shows that agave-based spirits in India grew by 36% by volume in 2024.

Loca Loka’s India entry will be supported by targeted B2B partnerships across premium bars, hotels and duty-free retail, along with a series of curated tastings and city activations through 2026. The launch programming underscores the brand’s positioning as a premium, culturally fluent tequila that prizes craft, provenance and a high-energy lifestyle proposition.

Rana Daggubati said, “It has been an incredible journey over the past two and a half to three years. We’ve taken this brand across America, the Philippines, Singapore and a handful of other markets—and today, we’re proud to bring it home to India, here in Maharashtra. What started as a wild, almost foolish idea has now grown into something real, a brand with multiple awards and products we believe will stand the test of time.”

Buffalo Trace Brings Kentucky’s Bourbon Soul to India

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Inside the distillery’s first-ever pop-up in Mumbai
Lineup in India includes Benchmark, entry-level bourbon; Buffalo Trace, the flagship; Weller Special Reserve, the wheated bourbon; and Weller 12, the longest age-stated bourbon

Buffalo Trace Distillery’s first-ever pop-up in India unfolded at Palladium Courtyard in Mumbai recently with the kind of anticipation usually reserved for a brand promotion. The pop-up held over three days, drew whiskey enthusiasts, bartenders, hotel beverage directors, curious newcomers and seasoned collectors, all of whom explored Buffalo Trace’s craftsmanship through a series of immersive zones that broke bourbon into its building blocks: mash bills, yeast strains, fermentation, distillation, warehouse aging techniques and the magical influence of Kentucky’s climate.

A scent bar helped decode nuances like vanilla, caramel, toasted oak, leather and spice, while an aroma-led tasting introduced visitors to the differences between Benchmark, Buffalo Trace’s flagship bourbon and the softer, sweeter profile of Weller Special Reserve, followed by the coveted Weller 12, the longest age-stated bourbon currently sold in India, which became an instant favourite among guests discovering wheated bourbon for the first time.

There were interactive stations explaining how warehouse location can dramatically change a bourbon’s character; a leather workshop echoing the tactile craftsmanship of barrel-making; a chocolate station that paired artisanal chocolates with different bourbons to highlight how sweetness, bitterness and earthiness interact with aged whiskey; and guided sessions that delved into why bourbon tastes the way it does, how aging works, and why American whiskey has such a distinct flavour fingerprint compared with Scotch. Guests walked away with personalised keepsakes, embossed leather, tasting notes, curated scent cards.

As Diego Bianchi, Vice President, Global Hubs at Sazerac, summed it up: “Buffalo Trace Distillery’s unwavering commitment to craftsmanship, aging and quality distilling has earned it fans across the globe, and we’re thrilled to finally share that experience with consumers in India. The energy and enthusiasm we witnessed in Mumbai was really encouraging, and we’re excited to bring similar immersive experiences to more cities across the country. Through these initiatives, we hope to deepen awareness and appreciation for our bourbon and the rich heritage of Buffalo Trace Distillery.”

Later in a telephonic interview Bianchi said, “For Buffalo Trace, this is not just another brand activation. It is the beginning of building personal, sensory connections with India’s next generation of spirits drinkers. This is our first pop-up, and it’s a big step because it finally allows us to start connecting with more consumers in a meaningful way.”

Bringing Kentucky to India — not through bottles, but through experience

“There is such incredible variety in bourbon,” he explains. “Different flavours emerge from different aging techniques, warehouse conditions, mash bills, all of these elements shape a bourbon’s character. The sensory and interactive zones are designed to help consumers understand this in a hands-on, immersive way.”

The goal is not just to showcase the brand, but to demystify the bourbon category for a market that has long been Scotch-dominant. “People shouldn’t just drink bourbon—they should understand it,” he says. “And India deserves that level of education and connection.”

Every trip to India, he says, brings evidence of how quickly bourbon is finding its footing. Bartenders in leading bars and hotel chains report rising interest in bourbon-based cocktails, Paper Planes, Old Fashioneds, Whiskey Sours. Consumers are starting to ask for bourbon by name. “Our bourbons make excellent cocktails, and we’re hearing from bartenders that people are specifically requesting them,” he says. “Cocktail culture is booming in India, and that’s a huge gateway for bourbon.”

Bourbon comes with a flexible identity: neat, on ice, in highballs, or in craft cocktails. That versatility plays well with younger drinkers who are not bound by legacy drinking habits. At a time when millions of Indians enter the legal drinking-age segment annually, Buffalo Trace sees a generational opportunity: introducing bourbon at the very start of their spirits journey.

No competition drama, just category building

“There’s so much room,” Bianchi notes. “India is one of the fastest-growing economies. As disposable incomes rise, people want to try new things. Bourbon will be one of those new explorations.” What matters, he says, is showing India the depth, heritage, and craftsmanship of bourbon, not pitching it as a replacement for anything.

Buffalo Trace’s India portfolio is compact but strategic. The lineup includes Benchmark, an approachable entry-level bourbon; Buffalo Trace, the flagship, beloved for its balance and depth; Weller Special Reserve, the wheated bourbon that appeals to softer-palate drinkers; and Weller 12–the longest age-stated bourbon currently available in India.

Distribution today is across Mumbai, Delhi and Bengaluru, but plans for broader expansion are active. “We’re in the early stages, but every visit shows progress. We see more availability, more consumer awareness, more interest.”

As regards Pop-ups, he says, “There’s no reason why we can’t do this every year or even more often. These experiences are critical. They are the most effective way to ensure consumers truly understand and enjoy bourbon.”

Bacardi India, Engine of Growth for Bacardi Global: Vinay Golikeri

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Bacardi Limited, the world’s largest privately held international spirits company with a portfolio comprising over 200 brands and labels. In a conversation with Bhavya Desai on a podcast, Vinay Golikeri, Managing Director of Bacardi India explains why India is a key market for Bacardi and more. Excerpts:

The market opportunities in India, both from a macro-economics and spirits perspective, are huge. Substantiating this Golikeri said, “In the global market place, premium spirits account for 50% of brands, while in India it is 5 to 6%, which means there is ample headroom to premiumise.” In India, between 2020 and 23, premium spirits had a growth of over 40% while globally it was around 7 to 8%.

Adding 20 million LDA every year

As regards Bacardi, Golikeri mentioned that vast majority of products were premium and ‘we have a long runway of growth for premium’ aided by factors such as rising affluence, consumers are drinking better, the demographic dividend (every year India is adding 20 million coming in to the legal drinking age (LDA) bracket), sea change in the retail environment, top notch bars, trading up is happening across price points. “Put all that together, the premium plus segment is really accelerating.” The median LDA in India is 28 whereas in the US and China it is over 40. “The number of affluent households is expected to more than double from 77 million in 2020 to over 177 million by 2030.”

Inflation-linked price mechanism needed

However, he said that two things from the regulators were essential – ease of doing business and consistency in policy, both of which will go a long way in driving growth for the industry and revenues for the government. “Several States have not given price increases for years. There is inflation and cost of raw material has gone up, affecting investment capabilities. The government should introduce inflation-linked price mechanism.”

With the alcobev sector in India being a highly regulated and complex market, Golikeri said, “It is like dealing with 28 countries rolled into one, policies change every year, route to market changes every year.” Taxes and duties are about 65 to 70% of the MRP (maximum retail price) and the rest goes to each level of the chain – wholesale, retail and brand owners. “Our taxes are significantly higher than anywhere in the world. We need inflation-linked pricing mechanism. We need to invest to grow the brand and for that to happen, price becomes critical.”

Best 10 Strategy

Continuing on Bacardi’s plans in India, Golikeri pointed out, “We started out in India in 1997-98 with Bacardi rum, then in early 2000s with Bacardi Breezer, mid 2010 with Bombay Sapphire, Grey Goose and a few years back with Patron. It’s being a great run. Bacardi India is an engine of growth for Bacardi globally.

“We at Bacardi are going along with our Best 10 strategy… that is making the next 10 years the best ones yet. We want to grow our India business six times by 2030. We have been having strong double-digit growth and we are on track. Experiential marketing is key for us. It is going to continue in importance as a growing number of consumers are experience-seeking. It is going to be equally about experience as much as the product.”

Cocktail Culture Evolution in India

“The bar scene in India has changed considerably, not just in metro, but also in Tier 2 cities. There is a lot of experimentation and we are seeing real evolution of the cocktail culture. It is not just Mumbai or Delhi. Recently, I had been to a bar in Guwahati and If I showed you their cocktail menu, you would think it was some bar in London or New York. Our products are positioned at half of the cocktail culture. This is an interesting opportunity for us to leverage the cocktail culture.”

Golikeri cited the sixth annual Bacardi Cocktail Trends Report, which identifies the five key trends poised to reimagine cocktail culture and the spirits industry in 2025. The report, created in collaboration with The Future Laboratory (TFL), draws on data from Bacardi-led and external research, consumer surveys, bartender interviews and TFL insights to reveal the movements that are influencing cocktail experiences, flavour profiles, and culture the coming year.

Quoting Mahesh Madhavan, the Bacardi CEO, Golikeri said the company has embraced the shift from consumption to curation, where consumers are not just seeking drinks, but meaningful experiences enjoyed over a cocktail.

Do What Moves You

Bacardi has launched a marketing push to launch its brand purpose ‘Do What Moves You’, which aims to “shine a spotlight on the brand’s belief in the power of self-expression”. “It has music experience, delicious cocktails, wonderful merchandise, its 360 degrees, bringing all together to a compelling experience. We amplify that digitally where a few experience, but gets seen by many.”

Legacy, Made in India

Talking about ‘Legacy’ whisky, the make-in-India product, Golikeri said its ‘tested, researched and produced in India’. “We have put the consumer in the heart of it. We have had strong results from the consumer to the product. We initially went into three States – Maharashtra, Uttar Pradesh and Telangana and we know we have a winner on hand. We will be rolling out in other states too and Legacy is a response to vocal for local.” The roll out plans include Goa, Pondicherry, Jharkhand, Odisha, Meghalaya, Assam, Tripura, Arunachal Pradesh, Kerala, and Rajasthan. The focus, Golikeri said, is going to be on Legacy, Irish whiskey brand Teeling; tequila brand Patron El Cielo, and vodka brand Grey Goose Altius.

However, he said that Bacardi rum which was introduced in 1997-98 continues to be popular. “For Bacardi Breezer, the main player in the RTD (ready to drink) segment, the market share in India is 90%. Launched in 2002-03, it is a great liquid and has had good activations. We had the winning recipe. We were an early entrant and we have cemented the product.”

Three F’s that Drive Bacardi culture

Asked about his experience so far in India, he said, “I came from Dubai in early 2023 and the first few months, I just travelled across the country, visiting almost all states, meeting with our teams, stakeholders and also consumers. It was an exercise to understand the challenges, the market and to help shape our strategy. I put all this on paper and took it to our board of directors. One of the learnings from the travels has been there is incredible opportunity for Bacardi to grow here.”

The company, he adds, encourages entrepreneurial mindset and helps in taking bold decisions, all coming from Bacardi’s focus on three F’s – Family; Founders and Fearless. “In Bacardi everyone is treated as family. We are all ‘Primos’ (cousins in Spanish), where we care for each other and help in making bold decisions. We are all a passionate team of Primos.”

India, Golikeri adds, contributes hugely not just in terms of business, but also as a global talent hub. Bacardi has so many career programmes and India is a key pillar when it comes to talent sourcing.