When Rakshay Dhariwal’s speakeasy and craft cocktail bar PCO (Passcode Only) burst onto the scene in 2012, it revolutionised the bar culture in Delhi. In the years that followed, Dhariwal introduced a collection of dining experiences including Asian eatery Ping’s Cafe Orient, American brasserie Saz (the Kolkata outlet has closed), the regional-Indian gem Jamun, the upscale private members’ club A Ta Maison and the chic martini bar PDA (a collab with Ritu Dalmia’s Diva). In 2021, he launched Maya Pistola Agavepura, a 100 percent aged agave spirit, proudly produced in India. My Kolkata chatted with the restaurateur as he plans to bring the spirit to Kolkata and the market in the east…
My Kolkata: How aware is the Indian consumer regarding various forms of agave spirits?
Rakshay Dhariwal: Over the past few years, the consumer has become increasingly aware of what’s going on in their glass and wants to learn more about it. The lockdown led to people experimenting with different flavours and spirits while they were confined to their homes.
While awareness has risen, some consumers are still surprised to learn that agave grows in different parts of the world, including India. We saw a demand for craft spirits gaining popularity, and when we found out that Wild Agave Americana was readily available in India, we decided to jump right in and create a new category of spirits in India. Different variants of agave spirits have piqued customers’ interest. To cater to this curiosity, we started our #WhatTheFAQ series on Instagram, which provides educational content about agave.
Why, according to you, was 2021 the right time to bring in agave for the audience? How did the market respond?
With the craft spirits trend growing immensely in India, introducing agave spirits to the audience was timely. The market was ripe for innovation and craft spirits, and consumers were seeking new and exciting experiences. Agave spirits, with their rich history and distinct flavours, aligned perfectly with the evolving preferences of Indian consumers who were exploring craft and artisanal beverages. Consumers were captivated by the depth of flavours and the versatility of agave-based drinks. Pistola, being a premium agave spirit that could be often compared to tequila, but having been produced in India gained immense popularity when we launched.
Pistola is a premium agave spirit that is similar to tequila, but cannot be deemed as one due to the geographical indication law
How challenging is it to set up a new dimension in India’s alcohol-beverages market?
It was slightly challenging. Pistola is a premium agave spirit that is similar to tequila but cannot be deemed as one due to the geographical indication law. It was a challenge to establish a completely new category in the Indian alco-bev market while differentiating from tequila and offering the same premiums at the same time. Another challenge for us was navigating the state-wise regulations and establishing a brand under a category that never existed earlier. With the right branding, communication, and strong social media presence we managed to tackle this challenge and have built a strong community over the years.
What interested you in starting Maya Pistola Agavepura?
Coming from an F&B background, I witnessed the rise of people drinking high-quality agave spirits. There was constantly a shortage of brands not being available due to the big conglomerates not allocating enough quantities to take off the increasing demand in India. Finally, when the lockdown started in 2020, I had time on my hands to think about new business opportunities and figured that developing a craft, artisanal, 100 per cent agave spirit, made completely in India, would be a fruitful venture.
Among your multiple F&B ventures, which brand outlet and the city is Maya Pistola Agavepura outperforming others?
Maya Pistola Agaveoura has been available in several of our F&B outlets across India including Saz on the Beach, Ping’s Bia Hoi, PCO Bombay, and many more. Looking at our statistics over the past few months, Pistola is gaining market share steadily in our ventures in Goa and Maharashtra.
Do you have any future plans for Kolkata or markets in the East?
We are already in the process of getting our brand, Maya Pistola Agavepura, registered in Kolkata and a few other states in the east of India. In a few months, we would soon be available there.
How does the celebration of Indian-made spirits at cocktail bar PCO align with your overall plan?
All bars all over the world are now relying heavily on locally-made materials and spirits. With the rise in general awareness about the importance of sourcing right, keeping carbon footprint at a minimum, supporting local communities, and watching and reading about what is being consumed, the change can be seen in all industries, including bars and alco-bev. At both PCO and Maya Pistola Agavepura, we share this commitment. Our constant efforts to work along the same lines have helped us to grow the community of cocktail bars as well as put a global spotlight on Indian-made spirits.
Pistola is a spirit that can be made in and aged in many ways, resulting in variants like Joven, Anejo, and Reposado
What sets agave apart from other spirits in the market?
The very fact that agave, the plant that is used in the making of tequila, mezcal, and other agave spirits, grows in different parts of the world, is still surprising to many! The versatility of this spirit in various cocktails is also what makes it unique. It also had an interesting role to play in different cultures. It’s a spirit that can be made in and aged in many ways, resulting in variants like Joven, Anejo, and Reposado, and is also a spirit that can be experimented with. Like the Maya Pistola Agavepura Rosa and Rosa Select that have been made in collaboration with KRSMA, using ex-cabernet sauvignon barrels to age our spirit in. Resulting in a premium, fully Indian craft spirit that is a one-of-a-kind delight.What makes our agave spirit unique is its flavour profile and how it is made with zero additives and zero colouring. Agave spirits have been deep-rooted in Mexican culture and having brought those methods to India and being able to produce them in India is what also sets it apart from the other spirits in the Indian market.
What makes our agave spirit unique is its flavour profile and how it is made with zero additives and zero colouring
Finally, you’re a man of diversified interests, how do you juggle them and make it happen for every vertical you’ve stepped into?
Juggling my different verticals isn’t as tough as it may appear, as all my verticals are interrelated. The industry is predominantly the same. You’re dealing with the same people externally and internally a lot of my senior managers work across different verticals, making management not as difficult as one might anticipate.
