When merging Indian and Mexican culture, greatness is created
Earlier this month, the world of spirits was shaken up by the debut of a thrilling new player: Loca Loka Tequila. This innovative brand is the brainchild of Indian film icon Rana Daggubati, musician and composer Anirudh Ravichander, and entrepreneur Harsha Vadlamudi. We had the chance to travel to Arandas, Mexico, to meet the founders, delve into the meticulous distillation process, and discover what sets Loca Loka apart.
Distilled at the esteemed Hacienda El Mexicano, a family-owned gem producing premium tequila for over 60 years, Loca Loka benefits from the distillery’s dedication to traditional methods. Harsha Vadlamudi explains why they chose Hacienda El Mexicano: “We went to almost 10 distilleries. We tried all the profiles. So the family here is our age group, our age bracket, they understand the branding and seriousness behind this… the family is involved, the children are involved, the grandchildren are involved. This is what an Indian family would do.” He continues, “It took us almost a year to do the profiling, the taste palates, and there were a few data points we were looking at like what the crowd in India were liking, and what the Indian diaspora in America was liking.”
From our tour of the facility, we learned that Loca Loka tequila is distilled from 100% pure highland agave and uses agave that has matured over 6-7 years when making. Using the autoclave and cooking the agave for 18 hours, the distillery can slow roast the agave, preventing burning and extracting all the amazing sugars and flavors from the pineapple. What sets Loca Loka apart is its use of newly charred oak barrels instead of recycled whiskey barrels.
Not only is this an extra expenditure to create quality tequila, but it also adds rich caramel and vanilla notes to the tequila that you might not get otherwise.
The next activity during the tour was the actual tasting of the tequila. The first one we sampled was the Blanco. The crystal clear spirit has a sweet aroma to it that doesn’t overpower the senses when smelled. The first notes we got when we sipped it were luscious, succulent fruits mixed with subtle floral tones with a touch of salinity and earthiness in the back of the palate.
Next was the Reposado which rested less than a year in a combination of French and American oak barrels which departed this spirit with a beautiful golden hue to it. The aroma of this spirit was rich and had a little bit of spice to it which helps excite your palate for the first sip. Upon the first try, you are left with a silky smooth tequila that has notes of oak, vanilla, a touch of caramel, and a bit of warm spices in the mix.
The tour also delved into the cultural fusion behind Loca Loka. The name combines Spanish “Loca” (crazy) and Sanskrit “Loka” (world), reflecting the blend of Indian and Mexican cultures. Rana Daggubati shares, “The fun part here is that we are trying to fuse two cultures here. Indian and Mexican cultures are so close, they are both ancient and celebratory. And tequila was the only way to bring that together.”
This fusion is evident in the bottle’s imagery, featuring a blue Weber agave plant shaped like a lotus, accompanied by a peacock, a mariachi bear, and a deified tiger. Harsha Vadlamudi adds, “Most of what I have been doing in my life is merging cultures. India is a land of multi-culture. With this, we are fusing global cultures that are both similar and distinct.”
Loca Loka’s flavors bridge Indian spices with the natural sweetness of agave, offering a unique spirit experience. As Rana Daggubati points out, “I don’t think there has been an indigenous tequila brand from India. So we are probably the first to do that. Maybe even the first actual Indian tequila brand…Tequila is catching up in India like how it is around the world right now.”
Loca Loka aims to bring a unique perspective on tequila, not only with how it is presented, but how it is enjoyed. A tequila of this caliber with such complex notes that is just as delightful to sip on as it is in a cocktail is hard to come by in the spirits marketplace. With its exceptional craftsmanship and cultural fusion, Loca Loka Tequila is poised to make a significant impact on the global spirits market. For more information on this groundbreaking brand, visit their website.
