Associated Alcohols & Breweries Ltd (AABL), an Indian alcoholic beverages manufacturer, has launched Arcana Tequila, a premium Blanco tequila crafted in Mexico, expanding its premium spirits portfolio and entering the tequila category in India.
Priced at ₹7,500 a bottle, Arcana Tequila has initially been launched in Madhya Pradesh. The company plans to expand its availability to Karnataka, Maharashtra, Haryana, Goa, Delhi and other States over the coming months.
Company strengthens premium portfolio
The launch is part of AABL’s strategy to strengthen its presence in the Prestige & Above (P&A) segment and respond to changing consumer preferences for international spirits, new flavours and premium drinking experiences.
Arcana Tequila is presented in a bottle featuring a black-and-gold design. The brand draws on the heritage of Mexican agave spirits while adopting a contemporary luxury positioning under the tagline “The Spirit of Discovery”.
Expansion planned across markets
The company expects the launch to create opportunities in an emerging spirits category as it expands its premium offerings across India.
“With Arcana, our vision is to introduce a tequila that celebrates its Mexican roots while connecting with the aspirations of today’s Indian consumers,” Associated Alcohols & Breweries Ltd, Founder and Managing Director, Prasann Kedia, said.
Management comment
“This launch represents an important milestone in strengthening our premium spirits portfolio, expanding into emerging categories, and building brands anchored in quality, character, and a compelling identity. We believe Arcana has the potential to create meaningful opportunities for the company as the category continues to develop in India,” he said.
The launch adds to AABL’s efforts to broaden its premium product range and build brands targeting consumers seeking differentiated spirits.