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India’s craft spirits landscape is entering a confident new phase, and at its centre is Rakshay Dhariwal, a tastemaker who has spent the past decade nudging the country toward a more curious, expressive way of drinking. Before homegrown labels began dominating bar menus and conversations, he was shaping the culture, guided by instinct, experimentation, and an understanding of what the next generation truly sought in their glass.
What began as a lockdown discovery of wild Agave Americana flourishing across the Deccan Plateau has since evolved into a movement redefining the alco-bev narrative. With Maya Pistola Agavepura, Dhariwal anchored the category in indigenous identity and meticulous craft, proving that an Indian-born spirit could speak to global audiences without ever losing sight of its roots. Now, he has introduced a new spirit with a different kind of verve – Cabrón Destilado de Agave, capturing the energy of young drinkers who crave flavour without the formality.
Together, the two labels signal a shift in how India approaches its spirits: with curiosity, confidence, and a willingness to celebrate authenticity over imitation. ELLE Gourmet India catches up with Dhariwal as he reflects on the journey from passion project to cultural marker, the rise of agave in India, and why the country’s new wave of drinkers is rewriting the rules one pour at a time.
ELLE Gourmet India: How did this passion project evolve into a full-fledged movement redefining India’s craft spirits scene?
Rakshay Dhariwal (RD): Cabrón started as a project driven by pure curiosity. Could we create something bold, cheeky, and affordable without compromising on craft? The response from bartenders showed us we had tapped into a real gap in the market. We didn’t intend to build a movement, but India’s new-age drinkers did it for us. Cabrón just gave them the spirit to rally around.
ELLE Gourmet India: The name Cabrón itself carries a cheeky, rebellious edge. How did you want this spirit to reflect the energy of a new generation of Indian drinkers?
RD: The name captures the spirit’s personality in the best way as loud, rebellious, and unfiltered. It reflects a generation that refuses to take itself too seriously yet still cares about quality. Today’s drinkers want craft without pretence, great flavour without gatekeeping, and a brand that matches their confidence and attitude. With Cabrón, we wanted to bottle that energy of being bold, cheeky, and inclusive. It’s not about telling people how to drink; it’s about giving them something they’re excited to make their own.
ELLE Gourmet India: Agave spirits are growing rapidly in India, even overtaking gin in popularity. What do you think is driving this shift in consumer preference?
RD: Agave in India is growing in double digits and is resonating with the new wave of drinkers because it offers something different in terms of flavour and character. People are moving away from safe, predictable choices and gravitating toward spirits that have personality and story. Agave sits right at that intersection of craft and culture, and it’s incredibly versatile across cocktails and sipping. It also aligns with how young India drinks today, being experimental to develop their own palate rather than follow legacy categories.
ELLE Gourmet India: Having been at the forefront of India’s cocktail culture since PCO’s launch in 2012, how do you see the country’s bar scene evolving today, especially with the rise of home bartending and experimental cocktail menus?
RD: India’s bar culture has become more confident and more curious. People aren’t just drinking cocktails; they’re engaging with them. The rise of home bartending and experimental menus shows that consumers now appreciate technique and provenance in a way that didn’t exist a decade ago. What’s exciting is that the boundary between the bar and the consumer is shrinking, and great cocktails can be found in many places, not just in award-winning bars.
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ELLE Gourmet India: What does global recognition mean for an Indian-born craft spirit brand, and how do you balance authenticity with international appeal?
RD: Global recognition, for us, isn’t about validation; it’s about representation. It shows that an Indian-born agave spirit can stand shoulder-to-shoulder with the best in the world without shying away from where it originates. If anything, going international makes us double down on our roots, not soften them. The appeal grows because the authenticity stays intact. Consumers everywhere are looking for spirits with real identity, real provenance, and a story that isn’t trying to imitate anyone else.
ELLE Gourmet India: How do you see Cabrón influencing India’s social drinking culture, particularly among first-time agave drinkers?
RD: Cabrón is designed to make agave fun, not intimidating. For a lot of first-time agave drinkers, the category can feel serious or technical, and Cabrón flips that. It invites people in with energy and accessibility, not rules and ritual. With its playful personality and cocktail-first approach, Cabrón is giving first-time agave drinkers a reason to come back to the category, and that loyalty is what reshapes the landscape.
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ELLE Gourmet India: You’re a sneaker buff, a Formula 1 fan, and a watch collector. If Pistola were a watch or a car, which one would it be and why?
RD: If Pistola were a watch, it would be the Omega x Swatch limited-edition because it hits that sweet spot of affordable luxury, aspirational without being unattainable, built with precision, rooted in craftsmanship, and made for people who care about the details. If it were a car, it would be a Tesla, mould-breaking, innovative and delivering a premium, thoughtful product. That’s exactly where Pistola sits in the world of spirits.
ELLE Gourmet India: Between running award-winning bars, creating a globally recognised spirit, and being a father, how do you unwind? Is there a drink or ritual that marks your perfect end to the day?
RD: My days are always full, but unwinding is surprisingly simple. Playing catch with my two sons every evening is my reset button.