Hitchki and Patrón Shook Up India’s Cocktail Culture with ‘Talli Tequila’ Jamboree
Tequila, once primarily associated with shots and margaritas, is now becoming a cornerstone in India’s emerging mixology segment. As Indian bartenders and mixologists explore new flavors and craft innovative cocktails, tequila’s versatility and rich heritage are being celebrated like never before.
In the last five years, tequila’s popularity in India has witnessed an upsurge, with an annual growth rate exceeding 65%, driven by global trends, the complementary nature of Indian and Mexican palates, and a growing interest in mixology. Adeptly identifying this trend, Hitchki, a popular resto-bar chain, has partnered with Patrón Tequila for their “Talli Tequila” campaign. This collaboration has resulted in an exclusive menu that blends innovative cocktails with high-quality tequila, appealing to both seasoned enthusiasts and new drinkers.
Speaking about the alignment of Talli Tequila with Hitchki’s commitment to experiences, Sonali Mullick, Head of Operations & Mixologist at Mirah Hospitality, said, “The ‘Talli Tequila’ Jamboree perfectly aligns with Hitchki’s commitment to delivering immersive and memorable experiences by tapping into the growing popularity of tequila. As tequila continues to rise in global acclaim, we’ve been receiving constant requests from our patrons to introduce innovative tequila-based cocktails. Recognizing this demand, we seized the opportunity presented by International Tequila Day to collaborate with Patrón, a brand synonymous with premium tequila, and crafted a selection of Hitchki-style tequila variants. This collaboration allowed us to elevate our offerings and create a unique experience that resonates with our audience’s evolving tastes.”
While taste is undoubtedly the cornerstone of Hitchki’s offerings, the creation of signature cocktails like 3 Idiots and Main Jhukega Nahi goes far beyond just flavor. These drinks are the product of intensive research and development, driven by a deep passion for mixology. Behind the scenes, Hitchki’s bartenders dedicate countless hours—often in the early morning or late at night—to perfecting these creations. The result is a lineup of cocktails that not only taste exceptional but also embody the creativity and dedication of the team.
Mullick also divulged some of the most interesting ingredients, such as Kokum, Aam Panna, Coconut Meat, Curry Leaf, and Coffee Concentrate, used to create these unique cocktails named 3 Idiots, Main Jhukega Nahi, etc. Furthermore, she expressed her excitement regarding Hitchki’s collaboration with Patrón Tequila for creating these cocktails by saying, “Partnering with Patrón Tequila allowed us to blend its premium quality with our unique vibe, creating cocktails with a desi twist and celebrating life because ‘Zindagi Na Milegi Dobara’—so take life with a pinch of salt, lime, and tequila!”
Highlighting the team’s efforts, Mullick stated, “The key to our success lies in our people. We invest heavily in our team, ensuring they receive the training and support needed to thrive. Our open-door policy fosters a culture of inclusivity, where every team member is treated like family and feels a deep connection to the success of the brand. This sense of belonging translates into the vibrant atmosphere that our team experiences at Hitchki.”
In line with this spirit of innovation, Hitchki has also launched a new initiative called “Talli Tuesday” with “Ek Do Teen Pricing.” This campaign offers premium drinks at Rs. 123/- each, aiming to make Tuesdays a lively and enjoyable part of the week. By providing appealing mid-week deals, Hitchki seeks to extend its vibrant atmosphere, inviting guests to experience something different every Tuesday.
As tequila increasingly takes centre stage in India’s cocktail culture, Hitchki’s innovative approach is a prime example of how tradition can meet modern flair. By partnering with Patrón Tequila, Hitchki has not only embraced the versatility of tequila but has also redefined the cocktail experience with its uniquely Indian twists. As tequila continues to rise in popularity, Hitchki’s successful blend of premium quality and cultural relevance stands out as a testament to the exciting evolution of India’s drinking scene.