Q] What inspired Moët Hennessy to launch Volcan de Mi Tierra in India, and how does it fit into your premium spirits strategy?
Tequila is a rapidly growing category. Globally, it accounts for approximately 50 million cases and is expanding at a rate of about 8% annually. In India, the market stands at around 130,000 cases, with growth occurring at an even higher rate. Clearly, there is a strong opportunity in this space. Indian consumers are increasingly gravitating towards premium spirits, aligning with the global trend of premiumisation, one that is accelerating even faster in India. Within the tequila segment, the premium and above category accounts for about 55% of the global market and is growing at a much faster pace than non-premium variants. In India, over 20% of the category’s growth is driven by premium and above tequilas. This is the right place and the right time, with consumers seeking luxury tequilas, and Moët Hennessy is undoubtedly the perfect partner to cater to this demand
Q] What marketing strategies are you using to establish Volcan Tequila in the Indian market?
Our marketing strategies at Moët Hennessy are deeply rooted in both the product and its origin. As a luxury brand, we place a strong emphasis on heritage. Volcan de Mi Tierra is the result of a partnership between LVMH and the Gallardo family, who have been involved in tequila production in Mexico for five generations since 1774. This rich heritage and craftsmanship, combined with Moët Hennessy’s extensive distribution network and market reach, provide a strong foundation for the brand’s success. Beyond heritage, the product itself stands apart in several ways. There are 2,200 tequila brands produced across 169 distilleries, with most distilleries manufacturing multiple brands. However, only 20 distilleries operate as single-brand (single NOM) distilleries, and just five of these are completely additive-free. Volcan is proud to be one of the five additive-free tequilas among the larger brands, ensuring purity and quality.
Additionally, we use 100% Blue Weber agave, which takes 8 to 12 years to fully mature. Using 100% Blue Weber agave ensures the purest form of tequila production. Lastly, every aspect of Volcan’s production is handcrafted—from field to bottle. The bottles, labels, and paintings are all done by hand, and even the casks used for maturation are handmade. We believe these elements—heritage, craftsmanship, purity, and authenticity—form a compelling narrative that will resonate deeply with Indian consumers who seek luxury and genuine, real stories.
Q] How are you educating Indian consumers about your ultra-premium range and communicating its rich heritage?
As a luxury company, we follow the same approach as our sister brands like Louis Vuitton and Dior. Public relations (PR) plays a significant role in communicating our message. We also leverage brand friends to share our story in an authentic and meaningful way. While we incorporate digital marketing to some extent, our primary focus is on creating unique, immersive experiences for consumers. Through our on-trade partners, including restaurants and hospitality venues, we aim to bring the brand and product directly to the consumer. These curated experiences combine engagement, storytelling, and luxury, ensuring a deeper connection with the brand at every touchpoint.
Q] How are you tapping into India’s increasing demand for craft spirits and premium cocktails?
Of course, we offer a diverse range that reflects our commitment to craftsmanship. Moët Hennessy boasts a wide portfolio of beautifully crafted spirits and wines. Focusing on tequila, we have four distinct variants under Volcan de Mi Tierra, each designed to appeal to different consumer profiles and drinking occasions. The first is Blanco, our entry-level variant, which features fruity, floral notes and is smooth and easy to sip. Next, we have Cristalino, a more mature tequila from the highlands, aged in American and European barrels, offering delicate floral notes. Then there’s Reposado, which undergoes further ageing in whiskey and cognac barrels, giving it rich, nutty, and toasty flavours. Finally, we have Volcan X.A, the epitome of craftsmanship—a masterful blend of Reposado, Añejo, and Extra Añejo tequilas. Aged in handcrafted barrels, it delivers a smooth, rich, and complex flavour profile. This range caters to a variety of preferences, whether you’re looking for a tequila to enjoy in a cocktail or a refined spirit to sip and savour with friends. There’s something for everyone in our collection.
Q] What consumer trends have you observed in India, and how is your brand catering to these evolving preferences?
Several shifts have taken place post-COVID, both globally and in India. In India, travel retail has traditionally been a major channel for trial and consumption of new spirits. While it remains significant, COVID changed consumer behaviour—people grew tired of waiting and started purchasing from their local liquor and wine stores instead. This trend has persisted, with consumers now buying where and when they need it. Another key shift is the evolution of consumer preferences. India is predominantly a whiskey market, with premium whiskey accounting for 80-85% of the category. However, preferences are maturing, and consumers are exploring new brown spirits. Tequila, with its variants spanning both white and brown spirits, is a prime example of this evolving palate. We are also witnessing greater versatility in drinking habits. Women are increasingly opting for fruity yet strong and bold whiskey flavours, while men are showing a preference for citrus and savoury cocktails. Additionally, drink choices are becoming more occasion-driven—consumers may prefer tequila on a night out with friends but opt for whiskey when relaxing at home with family. Even within a single evening, people are experimenting with multiple spirits based on their mood, company, and setting.
Q] What is Moet Hennessy’s current market share in India, and which are your strongest growth markets?
We have two key product categories. Moët Hennessy distributes 21 brands in India, including Hennessy, our cognac brand, where we hold a majority market share and are the market leaders. Our Champagne portfolio includes Moët & Chandon, Dom Pérignon, Krug, Ruinart, and Veuve Clicquot, where we also dominate the market. Beyond these, we have successfully established ourselves in newer categories, particularly whiskey. We offer two brands—Glenmorangie, a Scotch single malt, and Ardbeg, a peaty Scotch single malt from Islay—both of which are growing in popularity. Additionally, we have Belvedere vodka, where we hold a strong early double-digit market share. Our portfolio also includes a diverse selection of wines. One of the brands closest to our hearts is Chandon, our India-meets-sparkling-wine offering. We have a winery in Nashik, where we produce this beautiful product, which is widely distributed. We hold a significant share of the sparkling wine market in India as well.
Our strongest markets are typically home markets. Our head office is in Mumbai, Maharashtra, making it a key region for us. Beyond that, major alcohol markets in India include the northern states—Haryana, Chandigarh, Punjab, and Uttar Pradesh—where we continue to expand our distribution. Currently, we are present in 12 to 13 states and are actively growing our penetration across the country.
Q] What are Moet Hennessy’s long-term goals for the Indian market?
India’s potential for Moët Hennessy is undeniable. We recognise that Indian consumers are increasingly aspirational and trading up. The upper middle class is expanding, and the number of billionaires, millionaires, and ultra-high-net-worth individuals (UHNIs) is growing at an unprecedented rate—among the fastest in the world. Clearly, the audience is here, and this is where we aim to grow and further develop many of our brands beyond those in which we already hold a strong market share.
