Maya Pistola Agavepura
India has a rich tradition and history of exceptional craft spirits. As the world takes notice of award-winning Indian craft products, local craft community continues to innovate and build the culture of high-quality innovations derived from grassroots.
At The Good Craft Co., we strive to put the “good” Indian craft spirits on the global map. The idea of good is authentic and rooted in best-in-class practices that inspire and wow the enthusiasts, thereby, building appreciation for high-quality spirits of Indian craft origin.
The Good Craft Co. is a breakthrough experience home that brings together Indian craft stories, ideas, and the craft community, thereby, nurturing new innovations under one roof. It is Diageo India’s first global initiative to build a direct-to-consumer experiential ecosystem that anchors its efforts on education, advocacy, empowerment and appreciation of the community of craft spirits and its makers.
Expressions
1. Reposado (Re-po-sa-do): The first variant to hit the markets was the Reposado, which is aged for four to six months on average in Virgin American White Oak and ex-Bourbon casks in Goa. The pale gold liquid has an intense and perfumed nose with sweet aromas of butterscotch, vanilla, and crème brûlée. Prominent fruity notes of orange marmalade and pineapple, along with subtle spice notes in the background, make for a smooth, warm finish, with layered complexity.
2. Joven (Ho-Ben): Translated to Young in Spanish, Pistola’s Joven is a blend of unaged and aged 100% Agave. Pale straw in colour, this has citrus notes infused with peppermint and green peppercorn. The spirit is complex and layered with notes of herbs and spices.
3. Rosa: Aged in ex-Cabernet Sauvignon barrels made of French Oak, this clear marmalade-coloured spirit has an interesting nose of black cherries, clove, plum, and vanilla bean. Dry with a lingering finish and fruit and spice, it is versatile and can be enjoyed chilled, as a spritz, or in a cocktail.
4. Añejo (An-ye-ho): Aged for over 14 months in Virgin American White Oak, this deep gold-brown has an oaky nose of cocoa and dried figs with a subtle smoky background. Smooth and rich like a Christmas pudding, this expression is best enjoyed neat or with a splash of water.
5. Extra Añejo (Extra An-ye-ho): Aged for over 36 months, this beautifully rested spirit has been matured in American White Oak and then finished in Ex-Bourbon barrels for a complex, long and decadent mouthfeel. Similar to a Cognac, this is meant to be sipped neat or with a splash of water.
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Process
Made from carefully selected Wild Agave Americana plants aged 11 to 13 years, Pistola undergoes a meticulous production process that ensures authenticity and exceptional quality. After harvesting, the Piña - the heart of the Agave - is cooked using steam and high pressure to extract natural sugars. The resulting liquid is fermented in wooden vats with yeast, double distilled in a part-copper pot-still, and then aged in Virgin American White Oak, Ex-Bourbon, or Ex-Red Wine casks. The spirit matures for different durations, depending on the variant and is constantly tasted to check if it is matured just enough. Since we use absolutely no colouring or additives, all the flavour comes naturally from the wood and char of the barrels.
Finally, aged spirits from various casks are blended, non-chill filtered, and bottled without any artificial additives or colouring agents. The natural salinity in the air in Goa lends a rounded flavour to the spirit, and like in the case of the Reposado, the combination of three types of casks ensures a smooth yet complex mouth-feel.
Market
Commonly, Tequila has earned a bad reputation for being a party drink and a hangover trap. While this could stand true for ‘Mixtos’ (agave spirits made with only 51% Agave), 100% Agave spirits are now becoming popular for their smoothness and purity - garnering the same status as single malts. From 2020 to 2022, there has been a 600% increase in Mezcal sales in the USA alone, with the highest growing category being that of premium 100% Agave.
Availability
Since its launch in 2022 Pistola is currently available in Goa, Maharashtra, Karnataka, Haryana, West Bengal, and Assam, as well as internationally in the United States of America, Singapore, and Thailand.
Case Study
We began working with 30BestBarsIndia when the platform was in its third year, though it lacked widespread recognition. Our primary goal was to ensure that every story and conversation about the top bars featured their 30BestBarsIndia ranking. Over the past three years, the platform has grown to a celebration of the rising standards of Indian bars and beverages – both nationally and internationally.
Approach
Industry Insights and Thought Leadership:
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Hosted annual knowledge-sharing sessions covering key trends in India's bar landscape—sustainability, bar takeovers, ice programs, glassware innovations, and more.
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Supplemented these with insight notes and expert quotes, positioning Vikram Achanta as an authoritative voice in the industry.
Experiential and On-Ground Engagement:
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Organized bar crawls in key cities, engaging journalists and alco-bev advocates beyond conversations—immersing them in India’s best bar experiences.
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Hosted media at the finale weekend, featuring an exclusive bar crawl in the host city, culminating in the awards night.
Regional Amplification:
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Highlighted city-wise rankings and trends through tailored media outreach, ensuring local relevance and engagement.
Awards-Specific Amplification:
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Created focused communication around the lists (Top 100, Top 50, and Top 30) as well as new categories, driving visibility across trade and lifestyle media.