There was a time when tequila in India was synonymous with salt, lime and quick shots. It was the spirit of celebrations and party nights, rarely appreciated for its craftsmanship or complexity. Today, however, tequila is shedding that reputation as more Indian consumers embrace premium expressions, ask questions about agave and ageing, and choose to sip rather than shoot.
For Karan Khilnani, Partner, Together Hospitality, the shift is rooted in changing consumer exposure.
“For years, tequila in India was largely associated with shots because that’s how most people first encountered it. Today, people are travelling more, discovering tequila in a very different context, and returning with an appreciation for agave, provenance and craftsmanship. As a result, we’re seeing more people choose to sip tequila rather than simply taking shots.”
This philosophy is reflected at Juju, Together Hospitality’s modern Mexican-inspired tapas and cocktail bar in Pune, built around agave spirits rather than just tequila cocktails. This Tequila Week, the group is celebrating the spirit with The Bullfighter Collection, inspired by the 1937 Café Royal Cocktail Book, reinterpreting some of tequila’s earliest documented cocktails through modern techniques while preserving their original character.
The growing awareness is something Vasant Shetty, Beverage Head at Papi, Bandra, has witnessed firsthand.
“Guests today walk in already knowing the difference between a Blanco and an Añejo, which simply wasn’t the case a few years ago. Tequilas made from 100% Blue Weber Agave are more refined and layered than what people associate with the drink, making them enjoyable to sip neat. Add to that the influence of globally recognised brands, and tequila has become an aspirational spirit rather than just a party drink.”
Echoing this evolution, Fay Barretto, Founder of Mr Bartender and the Crew and Beverage Director at DU Hospitality, says the conversations at the bar have completely changed.
“Five years ago, if someone ordered tequila, the next question was usually, ‘How many shots?’ Today, people are asking which agave it’s made from, whether it’s additive-free, or if they should try a Blanco or Reposado. Once someone sips a quality tequila neat, it’s difficult to go back to the salt-and-lime ritual.”
For Jeet Rana, Co-founder at Barbet & Pals, the evolution goes beyond consumer awareness—it’s also about how bars have learnt to showcase tequila’s versatility.
“Consumers today care about ingredients, provenance and craftsmanship. Brands have educated drinkers about tequila, while bars have introduced premium expressions through thoughtful cocktails and sipping serves. Tequila is incredibly versatile and pairs beautifully with Indian flavours, from tropical fruits and spices to fermentation-led ingredients. That’s one of the reasons I believe premium tequila is growing so rapidly in India.”
Jeet believes tequila is at a similar stage to where single malt whisky was a decade ago, moving from an occasional order to a category people actively seek out and build experiences around. “The biggest shift will be cultural,” he says. “Tequila will no longer be associated only with celebrations and shots. It will become a spirit that people appreciate slowly, whether that’s neat, over a large ice cube, or in a beautifully balanced cocktail.”
For Omkar Shinde, Assistant Bar Manager at Late Checkout, cocktails have become the perfect introduction to premium tequila.
“Cocktails like the Picante have introduced more people to tequila in a more approachable way. As guests discover the spirit through well-crafted cocktails, they’re becoming increasingly open to exploring premium expressions and appreciating the complexity and character the category has to offer.”
Education at the bar has become just as important as the drinks themselves.
According to Rohan Mangalorkar, Partner at Gaijin, bartenders are helping reshape perceptions one conversation at a time.
“A good recommendation at the bar can completely change someone’s perception of tequila. Through guided tastings, thoughtful cocktail menus and conversations, we’re helping guests understand that tequila deserves to be enjoyed and appreciated—not just consumed quickly.”
The premiumisation of tequila is also part of a broader shift towards mindful drinking.
Alex Fernandes, Head of Beverages at Luna Et Sol, believes consumers today are choosing quality over quantity.
“The shift from shooting tequila to sipping it reflects a cultural move towards ‘less but better’. Today’s drinkers are choosing 100% Blue Weber Agave tequilas and appreciating the craftsmanship behind them. A single agave plant takes seven to twelve years to mature, and people are beginning to respect that journey.”
Goa’s hospitality scene is witnessing the same change.
For Saeed Khan, Founder of Tikitii Hospitality, tequila has become part of a slower, more experience-driven drinking culture.
“Guests are spending long evenings with friends, enjoying good food, music and the sunset, so they’re naturally gravitating towards drinks they can savour rather than finish in a single shot. It’s less about drinking quickly and more about enjoying the moment.”
Finally, Prateek Gussain, Bar Manager at Kimikai – Umami House, believes tequila’s journey today mirrors the evolution premium whisky experienced years ago.
“There’s a growing appreciation for craftsmanship, provenance and the complexity of agave. Guests are becoming more intentional about what they drink, and bartenders are introducing premium expressions through cocktails before encouraging guests to enjoy them neat.”
As India’s cocktail culture matures, tequila is no longer defined by the shot glass. It is becoming a spirit of craftsmanship, conversation and curiosity, one that is steadily earning its place alongside single malts, cognac and other premium spirits. This Tequila Day, the biggest story isn’t what’s in the Margarita, it’s how India is learning to savour tequila, one sip at a time.
