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.
According to Pearl Fernandes, today’s consumers are approaching tequila with far greater curiosity than before. “As people learn more about agave, production methods and craftsmanship, they’re beginning to appreciate the complexity and character that premium tequila can offer. Much like whisky or cognac, consumers want to understand where the spirit comes from, how it’s made and what makes each expression unique.”
She believes travel, evolving cocktail culture and a growing appreciation for authenticity are accelerating tequila’s rise. “The Margarita continues to introduce many consumers to premium tequila, but once they experience the quality of a well-made spirit, they’re naturally curious to explore it on its own. As education grows, tequila will increasingly be enjoyed not just in cocktails but as a spirit to savour for its craftsmanship, authenticity and versatility.”
“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.
According to Mikhail Singh, Partner at Gallops, consumers are increasingly treating tequila as they would any other fine spirit.
“We’ve definitely seen more guests choosing premium tequila to sip rather than take as a shot. Consumers today are more informed, well-travelled, and appreciate the craftsmanship and complexity of a quality agave spirit. I’ve personally moved from being a malt drinker to a tequila drinker—it’s easier to sip and doesn’t feel as heavy the next morning.”
Mikhail believes premiumisation, global travel and India’s evolving cocktail culture have all accelerated tequila’s rise. “The Picante has also played a huge role because Indian consumers naturally enjoy spice as a flavour. People are drinking less but choosing better-quality spirits and are keen to explore authentic flavours and the stories behind them.” Looking ahead, he sees tequila becoming a permanent fixture in India’s luxury bar scene. “Consumers and bars have already started collecting premium tequilas, including small-batch expressions. The tequila wave is here to stay, and for many drinkers, it has already begun replacing Scotch and single malts as their spirit of choice.”
“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.
Luxury hospitality is also playing a key role in reshaping how guests experience tequila. At JW Marriott Mumbai Juhu, Oneil Creado, Assistant Director of Food & Beverage, says today’s luxury consumer is approaching tequila with far greater intention.
“What was once associated with celebratory shots is now being appreciated as a premium spirit with remarkable depth and character. Guests are exploring provenance, production methods and ageing, choosing to savour tequila much like a fine whisky or cognac.”
That evolution is equally evident at JW Marriott Goa, where Jitendra Bhandari, Beverage Manager, has seen growing interest in tequila through curated experiences.
“Guests are taking the time to appreciate tequila’s complexity through tasting flights, food pairings and tequila-forward cocktails. At Heliconia, our Nikkei restaurant, we’ve found that dishes like ceviche and grilled seafood naturally complement premium expressions, making tequila a spirit of discovery rather than simply celebration.”
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 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.
