How does a more moderen class – like Indian agave spirits – navigate enlargement as a lesser-known entity? The founding father of Maya Pistola Agavepura shares his insights.
“In in the present day’s panorama, it’s actually difficult to get new distributors as a result of total you see that there’s a downward spiral for alcohol usually,” defined Rakshay Dhariwal, founder and managing director of Indian agave spirits model Maya Pistola Agavepura.
“However so long as you’re dedicated to rising the marketplace for the distributors, you’re dedicated to both contributing advertising and marketing cash or contributing on-the-ground gross sales groups, or dedicated to serving to them additional their enterprise, it’s important to consider distributors as your logistics companions. And so long as you’re able to throw in that bit of promoting, then I believe distributors will need to take you on.
“That’s the place having a product that’s distinctive is essential. For us, we get lots of enquiries due to the distinctiveness of our product.”
Dhariwal was talking throughout a panel session at The Spirits Enterprise Hub at ProWein 2026, referred to as ‘Different agave: rising manufacturers, areas & traits’.
India has an abundance of agave, Dhariwal famous, which has been rising within the nation for greater than 200 years. He defined that in the course of the reign of Queen Victoria when railroads have been being inbuilt India, to maintain cows from strolling on the tracks or being hit by trains, agave was grown to discourage the animals as a pure (and cheaper) fencing possibility.
As a more moderen spirits class, Dhariwal emphasised the significance of storytelling to rising each the class and model.
He stated: “Storytelling is an important factor. It’s additionally the most costly factor, and on this recreation, the alcobev recreation, it’s how a lot cash are you keen to sink in for outcomes on the finish of the day?
“You must discover that stability the place you’re sinking in sufficient cash in advertising and marketing to actually propagate your gross sales sufficient so that you just’re nonetheless cash-flow optimistic.
“The very last thing you need is for large manufacturers to return and consolidate, and eat you alive, proper, since you’re those which have arrange this complete tradition after which a giant model is available in and Pistola [for example] will begin getting produced wherever.”
The total presentation and dialog with Dhariwal is now out there to view by way of the hyperlink beneath and on The Spirits Enterprise’ YouTube channel.
Viewers can even watch a deep dive into the inaugural findings from the 2026 ProSpirits Report, and a dialog about what it actually takes to efficiently set up a star spirits model.
Associated information
Pernod Ricard reportedly mulls India IPO
Siberian Specific vodka expands in Indian journey retail
Maharaja Drinks brings indigenous Indian spirits to UK
