Cocktails were earlier limited to classic offerings and seasonal special menus. Turn to the later half of 2024, where a cocktail menu is no longer a cut-copy-paste of a few conditioned classics that have done the rounds. Bars are looking to stamp their expertise with dedicated beverage programs, because that is what the audience is looking for. Consumers now understand every nuance of what’s served in their glass – they want balance, they deem what is spirit-forward, they appreciate the technique with which their drink is crafted, and only settle for what is globally considered the best.
The culture of creating curated cocktail menus evolved with how nuanced spirits began establishing themselves in India. Cocktail culture has always existed – and is a great indicator of what the beverage world is tuning into. What was the foundation behind the gin boom, now lays the path for the next upcoming category – Agave.
The ideal alternative
Born from the prickly, cactus-like plant, agaves make for a great base across cocktail families. The spirit is a bartender’s best bet while whipping up a new mix - its versatility blends well with any ingredient and allows the drink to develop a character of its own. The liquid’s bold flavours make sipping easy, whether neat or blended – and the older generation is taking notes from the Millennials' and Gen Z’s. Consumers across age groups are demanding an ‘Agave Swap’, replacing, for instance, classic bourbon- and whisky-based drinks with a mezcal base. Old Fashioneds and Negronis are now increasingly made with agaves – adding a characteristic edge.
An outburst of Indian appreciation
With India, agave is most sought after for its signature spice and peppery crackle. The spirit complements both desi food and weather, making it perfect for summers and monsoons. Grapefruit-led Palomas or classic Highballs, when made with agave, appeal to a unique palate preference – tangy and spicy. Contrary to popular belief, a large quantum of the Indian drinking audience opts for sour, tangy cocktails as opposed to sugary drinks. Tequilas, mezcals, and aged agave spirits are able to satiate a particular craving for smoke and sourness zeroing in on balance.
As per The Cocktail Report 2024, two of the most ordered cocktails use Tequilas/Mezcals as a base: the Margarita and the Paloma. Looking closer home, it is largely observed and hence termed that 2024 is the ‘Year of Picante’ in India. This spicy mix brings with it a heat quotient, and several Indian bars paying an ode to its popularity with their takes. Margaritas lead next in line, with several bars across the country calling out incessant orders for the drink, this past year.
Shaken and Taken Over
This sudden outburst in agave cocktails can be traced to two specific efforts – bar takeovers and consumer experiences. Intricately linking brands to bar talent, takeovers are all the rage in the country. From bars in North India taking over venues in the South, to talented mixologists serving their signature drinks globally, takeovers have cemented Cocktail Culture 2.0. Moreover, agave appreciation clubs and fests help dive deep into the spirit, making their mark with debut events in Delhi, Bangalore, and Goa. Interactive elements and pairings such as tacos and tequila, signature Picante recipes, agave-focussed menus, are truly celebrating this culture in all its glory.
The next big leg in the cocktail space will see the re-introduction of at-home mixes, in a new light. Consumers replicating brand recipes and creating a ‘feedback loop’, will test the malleability of agave for the next five years. We can expect growth not just across India, but throughout Asia.