[Exclusive] Anirudh and Rana Daggubati’s tequila brand Loca Loka blends the best of Mexico and India in a bottle

Here we come as one

Proud of where we’re from

Here we come as one

(We stand together)

No matter where we’re from

(We’re one world baby) ...

This song, crooned by singer Adeline and Moroccan-Swedish producer and singer RedOne, shines the spotlight on the world we inhabit. It’s a world where different cultures co-exist and sometimes converge to create something beautiful.

This is also the thought behind the newly launched tequila brand Loca Loka. Backed by actor-entrepreneur Rana Daggubati and musician-composer Anirudh Ravichander, along with Harsha Vadlamudi, Managing Partner of microbrewery Ironhill India, Loca Loka made its debut in select retail stores in Los Angeles, New York, and New Jersey, in the United States. 

The tequila brand Loca Loka, which translates to ‘crazy world’ (derived from Spanish and Sanskrit etymologies), is distilled from 100% pure highland blue agave, a desert plant from the Jalisco region of Mexico.  

For the trio, the name captures the essence of a spirit that transcends borders, offering a unique blend of traditions, tastes, and communal joy.

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“The idea of connecting different cultures is the most beautiful thing. Everyone is born in different places, and they imbibe that culture. Mexico and India are similar in several ways–be it their religious beliefs or the idea of celebration. So we thought of bringing out a tequila that captures the best of both worlds—the fiery spirit of Mexican festivities and the aromatic spices of Indian cuisine,” Daggubati tells YS Life, in an exclusive conversation. 

The motivation behind choosing tequila to enter the alco-bev space is a strategic move for the team, which has launched two variants in the first phase—Blanco and Reposado. 

According to the IMARC group, the global tequila market size reached $16.5 billion in 2023 and is expected to grow to $42.5 billion by 2032. 

YS Life speaks to Daggubati and Vadlamudi to know what’s unique about Loca Loka and their focus on international markets. 

The spirit of the moment 

The world is tripping over tequila. While the US is a mature market for the spirit, largely due to the premiumisation of the segment and the presence of new flavours, the wave in India is equally promising. Once considered an ideal drink for shots, tequila is being increasingly preferred as a sipping liquid. 

The younger generation is no longer inclined to binge drinking. Instead, there’s a growing culture that favours innovative cocktails. That’s where tequila fits right in.

Loca Loka’s vision is clear. It’s trying to cater to a demographic that cuts across age groups. Ever since the team began working on the venture last year, the idea was to create a product that’s high quality, authentic and exclusive. 

“The curation is being done by people who have been in the business for a long time. Plus, there’s so much that has been happening behind the scenes. For instance, Harsha spent a large part of last year moving from distillery to distillery in Mexico, finding the right blend and bringing it back to India,” shares Daggubati, adding that they took their time to understand what the right texture was. 

“There were some rogue things that we did (laughs) … to know what the audience feels. We slipped it into parties and got people to understand what it was. We moved it around different types of drinkers and different age groups, and it resonated well with many.”

Daggubati insists that it all ties into a culture of celebration that doesn’t consider age or time. 

A sneak peek into the portfolio 

The idea was to use the best ingredients and techniques to create a product that is on par with global standards. 

Loca Loka’s two variants, Blanco and Reposado, have their unique selling points. While the former has rounder fruity flavours of cooked agave, blended with the earthy floral notes of Highland agave, Reposado has a richer aroma and is aged in French and American oak barrels for three to six months. 

“We wanted the ingredients to be as authentic as possible. We have attempted to upgrade the tasting profiles. For instance, it’s pretty smooth. The sweetness has been reduced plus we have tried to have earthier notes,” says Vadlamudi. 

In the American market, which is the brand’s current target, Loca Loka is trying to cater to the Indian diaspora, which comprises traditional whiskey drinkers who continue to look at tequila for shots. 

“We are trying to open up the gates of a new segment (Indian diaspora in the US) altogether where we try to grab the market share. That’s the plan of action for the next 12-24 months, and to also get to Indian markets,” he informs. 

The Blanco 750 ml bottle will retail for $45.99, while Reposado will be available for $54.99. Vadlamudi insists it is a conscious decision to keep the brand in the mid-premium segment. 

Going forward

The Loca Loka team is looking to enter as many markets as possible in the near future after the initial launch phase. 

“There are 55 states in the US. Every month, we want to add one or two states to the portfolio. After a year, we will review where we are and then plan what to do next. Currently, our focus is on mature markets; we will then make our way to India,” says Vadlamudi. 

The next product in the pipeline is Anejo, which will be aged for a minimum of 12 months. 

(The copy was updated to correct a typo.)