The Indian liquor maker, Khaitan Radico, famous for brands like Rampur Indian Single Malt, Jaisalmer Indian Craft Gin, 8 PM, and Magic Moments, has announced a new addition to the list of brands with a premium tequila called D’YAVOL Anejo, a spirit made from agave and aged for 2 years in Whiskey casks.
D’Yavol was originally a brand created by the son of Shah Rukh Khan, Aryan Khan, in 2022, along with Leti Blagoeva and Bunty Singh. The brand, headquartered in Amsterdam, offers a range of spirits including Vodka, Blended Scotch Whiskey, and various merchandise.
The tequila is expected to launch this December and will be priced around Rs. 20 o00 to Rs. 30,000, Radico Khaitan director Abhishek Khaitan told Reuters.
India’s wealthy consumers are increasingly spending on luxury items such as high-end dining, premium alcohol, housing, and cars. Crisil forecasts India’s alcohol market to grow up to 10% to $61.35 billion by FY26. Tequila is among the fastest-growing spirits, with India’s market at about 300,000 cases, 15% of which are premium Añejo. Radico Khaitan’s Lalit Khaitan expects this category could reach one million cases domestically and globally in five years.
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Seizing this potential, Radico Khaitan and Shah Rukh Khan’s family have entered a joint venture, each holding a 47.5% stake, with Kamath owning the remaining 5%. The move reflects intensifying competition in India’s premium liquor segment—just weeks after Tilaknagar Industries acquired Pernod Ricard’s “Imperial Blue” whisky brand for $486 million, signaling a race to capture the country’s evolving taste for premium spirits.
