The AlcoBev industry in India is maturing rapidly, and with it has come a new wave of premium and artisanal spirit labels looking to capture the imagination and the palate of the discerning Indian consumer. Among the new entrants is Loca Loka, a premium 100% agave tequila brand co-founded by actor Rana Daggubati, music composer Anirudh Ravichander, and entrepreneur Sree Harsha Vadlamudi. After Delhi and Mumbai, the brand was officially launched in Bengaluru, marking a significant milestone in its India expansion journey.

Already an award-winning label with a strong footprint across the US and Southeast Asia, Loca Loka is now expanding into the UK and UAE, with the next phase set to strengthen its presence across North America, the Middle East, Europe, and key Asian hubs. Its India rollout will be characterised by curated trade engagements, bartender collaborations, and selective on-trade placements. The strategy is deliberate: depth over breadth. Harsha Vadlamudi, Co-Founder & CEO, Loca Loka shares, “Our expansion strategy has never been about rapid geographic width. It’s about entering markets where distribution quality, pricing architecture, and consumer readiness converge.

Retail4Growth chatted with the founders to understand more about the creative ways in which the tequila brand is taking experience to its TG and select retail touchpoints.

A Brand Built on Cultural Resonance

'Loca' in Spanish and 'Loka' in Sanskrit both gesture towards a kind of joyful madness — a crazy world. Loca Loka is positioned as a conglomeration of two cultures, a brand that is authentically rooted in Mexican craft heritage while speaking the language of the modern global consumer.

“We’re inspired by authentic Mexican craft, but we’re building something that resonates with the modern global consumer, including India,” shared Rana Daggubati, Co-Founder, Loca Loka during the launch.

Music To Power Brand Experience

In a regulatory environment where conventional alcohol advertising is heavily restricted,  with state-by-state variations adding further complexity, Loca Loka is doubling down on creativity. And for a brand with Anirudh Ravichander at the table, music is the obvious, and powerful, answer.

"I think that's where creativity comes in," says Anirudh. "We have a lot of plans with respect to music albums, music festivals. That's where Harsha and Rana also wanted me to be part of this." With his own record label now launched, Anirudh envisions a dynamic content strategy: releasing albums timed to cultural moments, responding to whatever genre is driving global and local conversations at any given time. "Music and art will be the driving force for customers to experience Loca Loka in India," he says.

Experience Centres, Merchandise and the In-Store Vibe

Beyond music, the brand experience strategy extends into physical spaces. Loca Loka has indicated plans for experience centres, but details of the same were not revealed. However, Loca Loka will be introducing an expressive fashion and merchandising line that extends the brand's identity into everyday life.

At the store level, Anirudh also shared his interest in having curated in-store music at retail touchpoints where Loca Loka is stocked. “Why not supply a branded speaker and pipe in a playlist of the same tracks the brand is releasing anyway? It's a small touch, but one that turns a shelf into a branded environment and transforms a purchase decision into a moment of cultural engagement,” he added.

While tequila remains an emerging segment in India, it is among the fastest-growing white spirits globally, fuelled by rising cocktail culture, urban affluence, and a clear consumer shift toward craft-focused, quality-led spirits.