Not too long ago, tequila had a reputation that preceded it. It arrived with salt, lime and a countdown, disappearing almost as quickly as it was poured. Ordering tequila wasn’t about flavour but it was about the moment, the celebration, or simply the challenge of taking another shot.
Today, that relationship is changing.
Walk into some of India’s leading cocktail bars and you’ll notice a different conversation unfolding. Guests are asking for Blanco instead of “whatever tequila you have.” They’re curious about Reposado and Añejo, interested in where the agave is grown, how long it’s has been aged and, more importantly, whether it’s meant to be sipped instead of shot.
For an industry that has spent years educating consumers about gin, whisky and wine, tequila may finally be having its most defining moment yet.
“People are travelling more, discovering tequila in a very different context, and returning with an appreciation for agave, provenance and craftsmanship,” says Karan Khilnani, Partner, Together Hospitality. “We’re seeing more people choose to sip tequila rather than simply taking shots.”
It’s a shift that’s reflected in the way bars are building their menus. At Pune’s Juju, one of the city’s first agave-focused bars, tequila isn’t simply another spirit on the back bar, it’s the centrepiece.
According to Vasant Shetty, Beverage Head at Papi, guests today are arriving with knowledge that was almost unheard of a few years ago.
“They’re already familiar with the difference between a Blanco and an Añejo. That awareness changes the conversation entirely. Guests aren’t simply looking for tequila—they’re looking for a premium tequila experience.”
Travel has certainly played its part, but bartenders believe cocktail culture deserves equal credit.
For years, drinks like the Margarita introduced guests to tequila. Today, cocktails such as the Picante and Paloma are encouraging people to explore the spirit’s versatility before eventually enjoying it neat.
“Well-crafted cocktails become the gateway,” explains Omkar Shinde, Assistant Bar Manager at Late Checkout. “Once guests begin appreciating tequila through cocktails, they become much more open to exploring premium sipping expressions.”
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 years, cocktails like the Margarita introduced guests to tequila. Today, drinks such as the Picante and Paloma are encouraging people to explore the spirit’s versatility before eventually enjoying it neat.
That growing appreciation is something Fay Barretto, Founder of Mr Bartender and the Crew and Beverage Director at DU Hospitality, has watched evolve over the years.
“Five years ago, tequila meant shots. Today, guests are asking whether it’s additive-free, which agave it’s made from, or whether they should start with a Blanco or Reposado. Once someone experiences a quality tequila neat, it’s difficult to go back.”
Behind every recommendation is also a bartender helping reshape perceptions.
“Today’s bartenders have become storytellers,” says Rohan Mangalorkar, Partner at Gaijin. “Through tastings, conversations and cocktail programmes, we’re helping guests understand that tequila deserves to be appreciated, not rushed.”
The rise of premium tequila also mirrors a larger shift taking place across the drinks industry.
Consumers are drinking less frequently but choosing better bottles when they do.
“The movement is very much about ‘less but better’,” says Alex Fernandes, Head of Beverages at Luna Et Sol. “People are recognising the craftsmanship behind 100% Blue Weber Agave tequila, understanding that an agave plant takes years to mature before it ever reaches the bottle.”
In destinations like Goa, the way tequila is consumed has evolved alongside the experiences surrounding it.
At Tikitii, founder Saeed Khan says guests are spending longer evenings over food, music and conversation.
“They’re looking for drinks they can savour rather than finish in a single shot. It’s become less about drinking quickly and more about enjoying the experience.”
Perhaps that’s the biggest indicator of tequila’s transformation. Consumers aren’t just ordering different bottles—they’re drinking differently.
For Prateek Gussain, Bar Manager at Kimikai – Umami House, tequila’s journey resembles what premium whisky experienced a decade ago.
“Guests are becoming more intentional about what they drink. There’s a growing appreciation for craftsmanship, provenance and the complexity of agave, and bartenders are helping bridge that journey.”
The tequila boom isn’t simply about premium bottles finding their way onto back bars. It’s about a more informed consumer, an evolving cocktail culture and an industry that’s choosing to tell the story behind the spirit.
This National Tequila Day, perhaps the biggest trend isn’t the latest Margarita variation, it’s the fact that India is finally slowing down long enough to savour what’s in the glass.
