Kunal Patel, Managing Partner of Monika Enterprises – one of the country’s largest importer and distributor of premium liquor brands, believes that Tequila is going to be the next big trend after the reign of Gin loses steam. With the increased exposure to social media, global trends and the urge to experiment, the youth is open to trying out new things and experiences. He feels that a lot of western influences are picked up by our country and with the popularity of Tequila in the western markets with many celebrities like Dwayne Johnson, George Clooney launching their own Tequila brands coupled with an increased consumption, Tequila’s future in India looks promising.
The current market share of Tequila in the Indian Alcohol market is in single digits but Kunal is of the opinion that with right measures and marketing, this number can be increased to 20-30%. To contribute to the potential jump in the market share, Monika Enterprises is aiming at a 70% market share of the Indian Tequila market by devoting 40% of its marketing budget to promote its tequila segment which includes world renowned brands like Jose Cuervo and 1800 Tequila. Being regarded as the world’s best-selling Tequila with a global share of 30%, Jose Cuervo’s appeal is unparalleled and the company aims to replicate that success in India
Due to the rise in cocktail culture in India, mostly amongst younger generation who are keen to experiment with various mixers and spirits, Monika Enterprises has partnered with renowned bartenders to be brand ambassadors who understand the spirit and the manufacturing process for their brands which would help them in training as well as in educating the consumers at home. For this purpose, the company is also planning to launch DIY Cocktail kits. Once the situation improves and the Hospitality sector is back on track, the company plans to conduct trainings, tastings, exciting events and competitions to popularize the spirit amongst the Indian audiences on a much larger scale.
Kunal’s company imports and represents some of the most popular Tequila brands across the world – Jose Cuervo and 1800, which are available in multiple variants across the line with offerings such as Blanco, Reposado, Anejo and two premium variants, Extra Anejo and Cristalino. What’s the difference between these variants and how to consume them? Kunal explains “Though Tequila is popularly consumed as a shot, there is more than one way to consume the spirit; Blanco Tequila is the clear tequila which is bottled shortly after distillation and is usually consumed in a cocktail. Reposado Tequila which is aged for a minimum of two months and has a certain golden color to it, is consumed chilled as a shot. The Anejo is aged for at least a year which gives it a dark color and this variant is usually consumed with ice and water. The Extra Anejo which has to be aged for at least 3 years is consumed as a sipping tequila so as to taste every note of it. Finally, the Cristalino is actually the Anejo which is then filtered to give it a crystal-clear appearance” He also adds “An Extra Anejo Tequila can give Scotch a run for its money.”
The Indian Spirit market though set in its ways for whiskey and beer, is welcoming white spirits to gain acceptance amongst the young population with every year, a few million consumers getting added to the list as they reach the legal drinking age. Kunal sees this as a great opportunity to fill the gap and is attempting to kickstart the Tequila revolution in the country.
As people are always on the lookout for delicious cocktail recipes especially in these times, Kunal has also shared one of his favourite cocktail recipes, Jose Margarita.
Margaritas with Jose Cuervo Tequila
Jose Cuervo silver – 60 ml
Watermelon chunks or a fruit you like – 3-4 chunks.
Lime juice – 30ml
Sugar syrup – 20 ml (depending on how sweet your fruit is)
Muddle the fruit in a shaker. Add all the ingredients. Shake with ice and strain into a glass of choice. Garnish with a piece of fruit.