Three expressions debut across key markets as group targets India’s growing cocktail culture
Campari Group has launched Espolòn Tequila in India, expanding its spirits portfolio with three expressions as it targets growing consumer interest in tequila and cocktail-led drinking occasions.
Made from Blue Weber agave and produced in the Highlands of Jalisco, Mexico, Espolòn Blanco, Reposado and Añejo are initially being introduced across Mumbai, Goa, Delhi-NCR and Bengaluru.
The launch strengthens Campari Group’s presence in the tequila segment, with the company positioning Espolòn around craft, provenance and Mexican culture. The brand’s portfolio is being introduced through cocktail occasions including Margaritas, Palomas and Picantes, alongside social occasions, weddings, travel retail, premium home consumption and gifting.
“Espolòn is an exciting addition to that journey. It also brings a very different spirit to tequila. It’s about bringing people together and having a little fun along the way, challenging the idea that premium tequila needs to be exclusive or status driven,” said Shivam Misra, Managing Director, India & The Sub-Continent, Campari Group.
The brand’s production and visual identity draw on Mexican traditions. Classical music is played to the yeast during fermentation, a practice introduced by founder and Maestro Tequilero Cirilo Oropeza. Its bottle labels reference the work of Mexican artist José Guadalupe Posada and feature the brand’s rooster character, Ramón.
Arvind Padhi, Commercial Director, Marketing & CCM, India & The Sub-Continent, Campari Group, said Indian consumers are increasingly exploring spirits based on authenticity, craft and provenance.
In Mumbai, Espolòn Blanco, Reposado and Añejo are priced at INR 8,100, INR 9,200 and INR 12,900, respectively. In Goa, Blanco and Reposado are priced at INR 5,500 and INR 6,600, while in Gurugram, the three expressions are priced at INR 4,500, INR 5,000 and INR 6,500, respectively.
