IIPM, GURGAON
Tequila is, reportedly, coming to India in hordes. The buzz in the market is that Brown-Forman (the makers of Jack Daniel’s whisky) is thinking about getting a few brands here. These include Herradura, El Jimador and Don Eduardo. The company is going to target popular nightclubs, discos and pubs in the metros where most of the tequila consumption takes place. In India, tequila consumption is not too hot: around 10,000 cases are consumed every year – but the good news is that the segment is witnessing a growth (in volume terms) of 50% year on year. For the time being, there are brands like Diageos Jose Cuervo and Jim Beams Sauza in the market. A single shot of tequila is often served with salt and a slice of lemon. This is called “tequila cruda” and is sometimes referred to as “training wheels”, or a “lick-sip-suck” (referring to the way in which the combination of ingredients is imbibed). The drinker moistens the back of his/her hand below the index finger (usually by licking) and pours on the salt. Then the salt is licked off the hand, tequila is drunk and the fruit slice is quickly bitten. When served neat (without any additional ingredients), tequila is most often served in a narrow shot glass called a caballito, but can often be found in anything from a snifter to a tumbler. Guess it’s time to get high on tequila!
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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