Associated Alcohols & Breweries Limited announced the launch of Arcana Tequila, a premium Blanco tequila crafted in Mexico, in Madhya Pradesh. The disclosure is made pursuant to Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015.
Product Details
- Name of Product: Arcana Tequila
- Date of Launch: 29th October 2026
- Category of Product: Tequila
- Market: Domestic (India)
- International Launch Countries: Not applicable
Product Characteristics and Pricing
Arcana Tequila is presented in a distinctive bottle featuring a sleek black-and-gold design. The brand is positioned as "The Spirit of Discovery" and is built around ideals of discovery, authenticity, and craftsmanship. The product is priced at ₹7,500 per bottle (Madhya Pradesh only).
Distribution Strategy
The tequila has been initially launched in Madhya Pradesh, with plans to expand into Karnataka, Maharashtra, Haryana, Goa, Delhi, and other states over the coming months.
Strategic Context
This launch marks the company's entry into the tequila category and represents a significant step in its strategy to strengthen its presence in the Prestige & Above (P&A) segment. The company aims to respond to evolving consumer preferences in India, where consumers are increasingly seeking new flavors, international spirits, and elevated drinking experiences.
Market Context
According to data from the International Wine and Spirits Record (IWSR) reported by The Times of India in April 2026, agave-based spirits recorded a 31% year-on-year increase in volume and a 40% rise in value during 2024–25.
Management Commentary
Prasann Kedia, Founder & Managing Director, commented: "India's drinking culture is evolving, with consumers increasingly curious about new categories, global flavors, and more distinctive experiences. Tequila is gaining relevance in this landscape, driven by its versatility in cocktail culture and growing appeal across premium occasions. With Arcana, our vision is to introduce a tequila that celebrates its Mexican roots while connecting with the aspirations of today's Indian consumers."
Additional Information
The press release is dated 29th October 2026 and was digitally signed by Abhinav Mathur, Company Secretary & Compliance Officer, on the same date at 15:34:49 +05:30. The information is also available on the company's website at www.associatedalcohols.com.
Company Background
Established in 1989, Associated Alcohols & Breweries Limited is an integrated alcoholic beverage manufacturer with a state-of-the-art manufacturing facility near Indore, Madhya Pradesh. The company's operations span across Extra Neutral Alcohol (ENA), Indian Made Foreign Liquor (IMFL), Indian Made Indian Liquor (IMIL), and ethanol.