Loca Loka has officially entered the international alcobev market today, debuting with its initial offering: Tequila Blanco and Reposado. Crafted from 100% Agave in the renowned Jalisco region, this innovative tequila is inspired by the blend of two vibrant cultures, India and Mexico. Loca Loka is backed by two cultural icons and brand co-creators, leading Indian film actor Rana Daggubati and renowned musician and composer Anirudh Ravichander, along with seasoned entrepreneur Harsha Vadlamudi – Managing Partner – Ironhill India. 

Primed for global expansion, the brand will first launch in the U.S. followed by a series of launches around the world, including India, later this year. The US has been strategically chosen as the initial launchpad due to its appreciation for craft spirits, growing consumer trends, and a culturally diverse landscape, including a significant Indian diaspora, to drive demographic synergy.

Crafted From the Heart of Tradition, with An Unexpected Cultural Twist 

Born from the highlands of Jalisco, Mexico, Loca Loka tequila is distilled from 100% pure highland agave and matured for over six years to achieve a perfect balance of sweetness and spice. This is where the fiery spirit of Mexican festivities meets the profound, aromatic spices of Indian cuisine, creating a tequila experience that is both bold and exquisite.

León Bañuelos Ramírez, Head of Jalisco distillery Production also added, “It’s thrilling to see the global embrace of Mexican tequila traditions, and with Loca Loka, we’re seizing this opportunity to explore and bridge cultures. By merging the rich flavors and cultural essence of Mexico with the vibrant traditions of India, Loca Loka is crafting a truly unique and exciting tequila experience.”

More than a tequila, Loca Loka is a vibrant celebration of heritage, a tapestry woven from the rich cultures of India and Mexico. The tequila name, combining the Spanish “LOCA” (crazy) and the Sanskrit “LOKA” (world), captures the essence of a spirit that transcends borders, offering a unique blend of traditions, tastes, and communal joy.

Celebrity Craftsmanship & Collaboration 

Behind Loca Loka are two cultural icons and brand co-creators, leading Indian film actor Rana Daggubati and renowned musician and composer Anirudh Ravichander, both known for their passion for transcending borders and bridging cultural gaps. Their creative energies combined with co-creator and seasoned entrepreneur Harsha Vadlamudi’s business acumen create an inimitable combination that is primed for success.  

Rana’s films often cross international lines, resonating with diverse audiences, while Anirudh’s music achieves global appeal, uniting listeners across continents. Together, they bring their expansive reach and creative prowess to Loca Loka, making it not just a tequila brand but a cultural bridge connecting the vibrant worlds of India and Mexico. 

“Both Indian and Mexican cultures boast rich histories, vibrant music and art, and much more,” said Rana Daggubati. “With Loca Loka, we look forward to bringing the essence of these cultures together and sharing them with longtime lovers of tequila, as well as those who are beginning their tequila journey. The entrepreneurial opportunity to innovate within the spirits industry while honoring and merging Indian and Mexican traditions is an adventure I actively wanted to be a part of instead of just being a brand ambassador. There are so many possibilities with this venture and the introduction of Loca Loka is just the start.” 

“Culture and craftsmanship woven together with creativity define this brand and that is truly inspiring. I am always energized by the act of creativity, and that’s what I found with Loca Loka,” added Anirudh. “The brand’s innovative take on tequila for a global audience lends itself to the universal language of music, and I’m excited to be a part of it.”

Tequila’s Rising Tide & New Audience Appeal

Tequila is among the fastest-growing spirit categories globally, with North America leading the market in 2023. This surge is driven by an increased consumer appetite for new, exotic flavors and fresh perspectives. Notably, there is a burgeoning interest among non-traditional audiences such as the Indian diaspora, traditionally whiskey aficionados. Despite whiskey remaining India’s most consumed spirit, the trend is expanding. Loca Loka aims to acquaint Indian-American consumers with the rich tastes and culture of Mexico, while still resonating with the comforting, familiar flavors of their heritage.

“As we witnessed the transformation of tequila in the US from a quick party shot to a sophisticated spirit savored by many, it was clear there was a unique opportunity,” explained Harsha Vadlamudi, Founder –  Loca Loka. “This shift, coupled with our vision to bridge the rich cultures of Mexico and India and global market potential cinched the idea that we were on the right track. Loca Loka is a curated experience that not only resonates globally but also redefines what tequila can represent. Moreover, this marks the first occasion where three Indians have collaborated to introduce a Mexican beverage to an international audience.” 

Summer Debut: A Sensorial Exploration of the World of Loca Loka Across Two Key Cities 

To kick off the official launch, Loca Loka will be available in select retail stores in Los Angeles, New York and New Jersey from mid-June followed by an expansion into the states of Illinois and Texas from August. 

Loca Loka will be offered in two distinct variants – Tequila Blanco, which has blends of the rounder fruity flavors of cooked agave, along with the earthier floral flavors of the Highland agaves and Tequila Reposado, with a richer aroma, and aged in French and American oak barrels. The Blanco 750 ml bottle will retail for $45.99;  Reposado will retail for $54.99.  

About Loca Loka : 

Loca Loka is a joint venture between three partners that include leading Indian film actor Rana Daggubati and renowned composer Anirudh Ravichander, along with seasoned entrepreneur Harsha Vadlamudi – Managing Partner – Ironhill India. The company has made its first venture into the AlcoBev industry with Tequila this month in the USA market. Starting with the recently announced handcrafted tequila brand, the team intends to launch several others in the space across the world. Each brand launched under this company will cater to a global audience. 

Embodying the modern, confident energy of a vibrant India the founders bring a unique blend of creativity, expertise, and passion to the venture, ensuring that each product stands out in the global market. Loca Loka aims to blend tradition with innovation, offering beverages that celebrate the rich heritage of their ingredients while appealing to contemporary tastes. Their mission is to craft exceptional spirits that appeal to a global audience and delight the palate along with narrating a story of cross-cultural collaboration with each brand. With a strong commitment to quality and authenticity, the company strives to set new standards in the industry.