Tequila in India is moving beyond shots to premium sipping

Tequila fine tuned to classical music? Sounds incredulous but that’s exactly what Cirilo Oropeza, the founder of Espolòn ( meaning ‘spur’ in Spanish) Tequila set out to do when he created his spirit in 1996.

After the piña (core of the agave plant) was harvested, steamed and rolled, the yeast was given a unique catalyst during fermentation - these micro-organisms that turn starch into alcohol, were found to react positively to the strains of classical music so maestro Cirilo would play classical European and Mexican music for them, believing sonorous vibration helps activate the yeast. Espolòn, launched by the Campari Group in India in 2026, brings this uniquely Mexican spirit to Indian shores to experimental drinkers who like a flavour- forward spirit with a good origin story.

Tequila was once the party circuit’s rebellious spirit: good for shots, but not for refined drinking. But the spirit, made from Agave tequilana Weber (blue agave) in Mexico has seen quite the turnaround in India, thanks to premiumisation, sophisticated cocktail culture and storytelling around its provenance.