International Tequila Day: What is Tequila and why it's becoming popular

Tequila consumption in India has surged, with a notable annual growth rate of over 12% in the past five years, according to Euromonitor International. The rising interest is driven by the popularity of premium and craft tequilas, influenced by global trends and a growing cocktail culture. The International Wine and Spirits Research (IWSR) reports that urban youth and middle-aged consumers in metropolitan areas are increasingly favoring tequila. Seen as a sophisticated and health-conscious choice, tequila's appeal is expanding rapidly, indicating a robust market growth for this agave-based spirit in India.

Tequila, once regarded primarily as a party drink, is now appreciated for its complexity and craftsmanship. As the world celebrates International Tequila Day , the spotlight turns to the remarkable rise of tequila and agave spirits in India. In 2024, the popularity of these beverages has soared, paving the way for a broader appreciation of agave spirits.

According to Rakshay Dhariwal, Founder and Director of Maya Pistola Agavepura (Pistola), “The year 2024 has been celebrating the popularity of tequila and agave, paving the way forward for agave spirits as the larger category, with people delving deeper into understanding and exploring it.” But, what is the craze behind this popular agave spirit that historically hails from Mexico? We asked Vikram Achanta, founder & CEO of Tulleeho and co-founder of 30BestBarsIndia along with Kimberly Pereira, COO of Maya Pistola Agavepura and learnt about the shifting trends. But, before that, here’s a lowdown on what exactly is tequila and how it is made.

Tequila is a distilled spirit made from the blue agave plant, primarily in the area surrounding the city of Tequila in the state of Jalisco, Mexico. The beverage can only be called tequila if it’s produced in specific regions of Mexico, much like how true champagne can only come from the Champagne region of France. Tequila is characterised by its distinct taste, which ranges from sweet and fruity to earthy and spicy, depending on how it’s made and aged.

Tequila comes in several v.