Monika Alcobev on Tequila’s cultural shift in India
Over the past decade, Tequila has undergone a significant transformation in its consumption and perception in the Indian market, evolving from being primarily enjoyed as a shot to a spirit suitable for sipping. For Jose Cuervo, it took three attempts to successfully establish momentum in the country’s competitive spirits market.
According to Monika Alcobev, Jose Cuervo’s distributor in India, “the country didn’t reject Tequila: it simply didn’t understand it.”
In the early 2010s, Tequila was mainly known in India as a celebratory toast, consumed primarily at parties. Consumers not only had limited exposure to the diverse range of Tequila available worldwide, but they also mainly encountered lower-priced options in bars.
Despite being the world’s best-selling Tequila brand, with 8.9 million cases sold globally in 2024, Jose Cuervo faced significant challenges entering the Indian market. These included low category awareness, limited cultural relevance, and limited consumer understanding, driven by shot-led consumption.
Jose Cuervo initially sought to build its presence in India through Focus Brands, followed by partnerships with Aspira in 2013 and Yash Wines via Gulf Beverages in 2015. However, the brand’s sales volume declined in the early years, dropping from about 3,300 cases in 2017 to 2,500 in 2018 and further to 2,300 in 2019. This decline highlighted the category’s difficulty gaining traction in the market.
In 2019, Monika Alcobev took over the importation and distribution of Jose Cuervo, shifting the focus toward building the category rather than pursuing immediate sales volume. This new strategy aimed for long-term market development.
The effectiveness of the new approach became evident in 2024, when volumes reached approximately 60,000 cases. This growth was fueled by ongoing consumer education, engagement in on-trade channels, and consistent market development efforts by Monika Alcobev.
Global exposure drives perceptions
With a global increase in Tequila demand and the introduction of premium offerings in the 2020s, well-travelled consumers and members of the hospitality industry began to discover 100% agave Tequilas on their international trips. They brought these experiences back to India, which gradually shifted perceptions of the spirit.
“Indian consumers today travel more, engage more with international trends and naturally follow developments in premium spirits markets across the US and the UK, where Tequila has seen strong momentum,” says Kunal Patel, managing director of Monika Alcobev. “Celebrity-backed brands and wider cultural visibility have also helped accelerate curiosity and trial.”
As awareness grew, Tequila evolved from being viewed as a basic, niche commodity to becoming a brand-led category characterised by distinct identity and quality differentiation, driven by global exposure. Brands like Jose Cuervo have reportedly played a significant role in enhancing the familiarity and accessibility of Tequila in India.
According to Patel, consistent market development efforts over the past decade in India have not only expanded distribution and strengthened engagement with bartenders but also improved consumers’ understanding of Tequila beyond just traditional shot occasions.
Patel also highlights the category’s flavour appeal, as well as its place in social occasions: “Tequila works very well for the Indian palate. A good-quality Tequila is approachable, versatile, and suitable for any occasion, whether consumed as a shot in cocktails or as a long drink. This flexibility has helped the spirit transition from an occasional celebratory drink to a session-friendly category that fits comfortably in social settings.”
While the country’s evolving cocktail culture has played a key role, interest in the category has also led consumers to explore beyond entry-level expressions toward aged variants such as reposado and añejo.
“Today, Tequila is one of the most dynamic spirit categories in the country,” Patel explains. “Cocktails such as the Picante have become staples across leading bars, and consumers are increasingly seeking authenticity and higher-quality agave spirits. Importantly, this is not a short-term trend. Tequila is steadily moving toward becoming one of the core international spirits categories in India, alongside whisky, vodka, and rum.
“From our perspective, categories that combine global momentum with strong local acceptance typically demonstrate long-term staying power in India, and Tequila clearly fits that pattern. We believe the category will continue to expand steadily over the coming decade and remain an important growth driver within the premium international spirits space.”
Building the brand
Becle-owned Jose Cuervo Tequila has found success in India due to a combination of strong product availability, consistent engagement with trade partners, and long-term consumer education efforts.
Under Monika Alcobev’s management, the brand has expanded its reach across cities, bars, and premium retail locations while emphasising bartender advocacy. Jose Cuervo has invested in menu integrations, creativity-driven collaborations, and bartender programmes to drive growth.
These initiatives have been enhanced by consumer engagement through on-site activations, experiential events, and increased social visibility, which helped convert trade familiarity into consumer trust.
Establishing a significant presence at the heart of the country’s cocktail culture has, according to Patel, “helped make Jose Cuervo one of the most recognisable entry points into the Tequila category for Indian consumers.”
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