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Loca Loka, an India-based alcoholic beverage (alcobev) company, is intensifying its global presence with the appointment of Rajiv Ghumman as Global Business Head. This move underscores the company’s commitment to expanding its footprint across key international markets, including the United States and Southeast Asia.
Rajiv Ghumman, a seasoned professional with over 20 years of experience in the alcobev industry, will now oversee Loca Loka’s global initiatives. With a background working with prominent brands such as Bacardi, Jose Cuervo, and United Distillers India Ltd where he led brand strategies for Black and White, Vat 69, and White Horse Whisky, Rajiv is well-positioned to drive the company’s growth internationally. As Global Business Head, his responsibilities will include shaping marketing strategies, leading sales operations, and spearheading expansion efforts in new markets.
Rajiv said, “It is an honor to step into this global role at such a transformative time for Loca Loka and the tequila industry at large. Having witnessed firsthand the dynamic potential of the brand, I am excited at the prospect of driving this momentum globally. Our focus will remain on delivering exceptional quality, fostering brand loyalty, and introducing the authentic tequila experience to a wider audience. Tequila is not just a spirit; it’s the essence of the agave, nurtured by the sun and soil of Mexico. Each sip tells the story of its provenance, where tradition and nature intertwine to create a liquid legacy. I am excited at the prospect of being a part of the team that shapes the global brand narrative.”
Harsha Vadlamudi, Founder of Loca Loka added, “Rajiv has consistently demonstrated unparalleled strategic insight and a deep understanding of our industry over the last 18 months. His leadership has been instrumental in our remarkable growth within global markets. As we venture into new territories across the US, Southeast Asia, Dubai, and London, I am confident that his vision will help us establish Loca Loka as a global force in the tequila category.”
Loca Loka’s international expansion has been marked by several key milestones. The company recently launched in the United States, targeting regions with a strong demand for premium tequila, while also entering Southeast Asia, where the market for innovative spirits is on the rise. These developments align with the broader global tequila industry’s growth, with reports forecasting a compound annual growth rate (CAGR) of 8.1 percent from 2022 to 2028. The global tequila market, valued at 415.4 million liters in 2023, is projected to reach 594.7 million liters by 2030.
In line with the industry’s trajectory, Loca Loka is positioning itself to capitalize on the increasing consumer demand for premium, craft, and artisanal tequila. Tequila’s low sugar content compared to other spirits has contributed to its growing popularity, especially in premium markets where quality and innovation are prioritized.
Loca Loka’s product lineup includes Tequila Blanco, a blend of fruity flavors from cooked agave and earthy floral notes from Highland agaves, and Tequila Reposado, aged in French and American oak barrels for a richer aroma. The Blanco 750ml bottle is priced at $40, while the Reposado retails for $49.
With plans to continue expanding its global market presence and a strong commitment to quality, Loca Loka aims to play a key role in shaping the future of the global tequila industry.
