Tequila Icons Aman Swetta and Gary Taneja, Co-founders, Cristal Azul

The tequila revolution is well and truly underway, and at the heart of it are visionary entrepreneurs Aman Swetta and Gary Taneja, Co-founders, Cristal Azul Tequila. At a time when discerning Indian consumers are embracing premium spirits with greater appreciation for provenance, craftsmanship and authenticity, the duo is redefining how tequila is perceived in India.

Crafted in the Highlands of Jalisco from 100% Blue Weber Agave, Cristal Azul is a joyous celebration of Mexican heritage, uncompromising quality and mindful indulgence. Driven by a shared passion for building purposeful brands, Aman and Gary are on a mission to elevate tequila from a party staple to a sophisticated sipping spirit, championing a culture where authenticity, craftsmanship and experience take centre stage.

In an exclusive conversation with Sumita Chakraborty, Founder & Editor-in-chief, TheGlitz, the Tequila Trailblazers Aman Swetta and Gary Taneja talk about the inspiration behind Cristal Azul, the challenges of creating a premium tequila brand in India’s rapidly evolving spirits market, the philosophy that guides every bottle, and their vision for shaping a more refined tequila culture in the country.

As National Tequila Day approaches, they also share why great tequila deserves to be savoured… not rushed, and why quality, moderation and authenticity remain the true hallmarks of every memorable pour.

Over To Aman Swetta and Gary Taneja, Co-founders, Cristal Azul

Take us back to the beginning. What inspired both of you to co-found Cristal Azul Tequila, and how did your individual journeys come together to create the brand?

Aman Swetta and Gary Taneja : Cristal Azul was born from a shared belief that India’s evolving spirits landscape was ready for a premium tequila rooted in authenticity, craftsmanship and provenance. Our entrepreneurial journeys had always revolved around building brands with purpose, and we saw an opportunity to introduce an award-winning, authentic Mexican tequila that showcased a more refined side of the category – one that could be savoured neat, enjoyed in thoughtfully crafted cocktails, and appreciated for its complexity rather than simply being associated with celebratory shots.

Distilled in the Highlands of Jalisco using 100% Blue Weber Agave and perfected through global expertise, Cristal Azul represents the best of Mexican tradition with a contemporary outlook. From day one, our ambition has been larger than launching another spirits brand – we wanted to elevate the conversation around tequila in India and create a benchmark for quality-led, cleaner, premium tequila.

Every brand has defining moments. What were some of the biggest challenges you faced while building Cristal Azul Tequila, and how did you overcome them?

Aman Swetta and Gary Taneja: The biggest challenge and equally the biggest opportunity – has been building a premium brand with lasting credibility in one of India’s fastest-growing spirits categories. From day one, we’ve focused on the fundamentals: authentic Mexican craftsmanship, uncompromising quality and creating a cleaner tequila that reflects the purity of 100% Blue Weber Agave and internationally recognised production standards. Combined with strong industry partnerships and a long-term vision for the brand, every milestone has reinforced our belief that consistency matters more than speed, and that staying true to our values is what ultimately earns consumer trust.

The tequila category has become increasingly competitive. What sets Cristal Azul Tequila apart, and what philosophy guides your approach to quality and craftsmanship?

Aman Swetta and Gary Taneja: For us, quality has to be evident in every bottle. Cristal Azul is crafted from 100% Blue Weber Agave in Jalisco, Mexico, follows authentic production methods, and is Kosher-certified, reflecting our commitment to purity and uncompromising quality. That commitment has also been recognised internationally, with our Reposado honoured at the Michelangelo International Wine & Spirits Awards and our Añejo receiving accolades at the US Spirits Awards. These recognitions reinforce what we’ve believed from day one – that authenticity and craftsmanship always stand the test of time.

Equally important is our philosophy around “cleaner” drinking as specified earlier. As founders who prioritise health and fitness in our own lives, we wanted to create a tequila that respects the purity of the agave and avoids unnecessary compromises. Consumers today are becoming far more discerning, and we believe authenticity, transparency and craftsmanship will always outlast trends.

Building a premium spirits brand is about more than just the product. How have you balanced authenticity, innovation, and consumer expectations while growing Cristal Azul Tequila?

Aman Swetta and Gary Taneja : Premium today isn’t just about price – it’s about experience, education and trust. We’ve remained authentic by staying true to tequila’s Mexican heritage while innovating in how we introduce the category to Indian consumers through curated tastings, experiential collaborations and storytelling.

Our role is to bridge centuries-old tequila-making traditions with the expectations of a modern premium consumer, without losing sight of what makes tequila authentic in the first place.

As co-founders, you each bring unique strengths to the table. How do your roles complement each other, and what’s one lesson you’ve learned from working together?

Aman Swetta and Gary Taneja : The strength of our partnership lies in a shared vision, underpinned by complementary expertise. While we’re fully aligned on where we want to take the brand, each of us brings a distinct perspective to achieving that vision. One of us is focused on shaping the brand, consumer experience and long-term positioning, while the other drives business growth, strategic partnerships and operational excellence. That combination allows us to make decisions that are both creatively ambitious and commercially disciplined.

If there’s one lesson we’ve learned together, it’s that enduring brands are built with patience and consistency. In the premium spirits industry, trust isn’t earned overnight – it is built by remaining true to your values, maintaining uncompromising quality and taking a long-term view of growth.

Looking ahead, what is your long-term vision for Cristal Azul Tequila? Are there any exciting markets, collaborations, or innovations you’re particularly excited about?

Aman Swetta and Gary Taneja : Our vision is to establish Cristal Azul as one of India’s most respected premium tequila brands while contributing meaningfully to the growth of the agave category itself. We see enormous potential as consumers increasingly gravitate towards authentic, premium spirits and more mindful drinking experiences.

We’re excited to expand our presence across key Indian markets, deepen collaborations with leading hospitality partners and mixologists, and continue introducing consumers to tequila through thoughtfully curated experiences. Ultimately, we want Cristal Azul to be recognised not just for exceptional tequila, but for helping shape a more informed and sophisticated tequila culture in India.

With National Tequila Day around the corner, what does the occasion mean to you as tequila entrepreneurs, and how would you encourage both seasoned enthusiasts and first-time drinkers to celebrate responsibly while appreciating authentic tequila?

Aman Swetta and Gary Taneja : World Tequila Day is a celebration of craftsmanship, heritage and the evolution of one of the world’s most iconic spirits. It’s the perfect occasion to discover authentic tequila as it was meant to be enjoyed – sipped slowly, appreciated for its character and paired with great food or thoughtfully crafted cocktails.

As founders who lead active lifestyles, we’ve always believed that quality and moderation go hand in hand. That’s reflected in Cristal Azul’s commitment to authentic 100% Blue Weber Agave, cleaner production standards and uncompromising craftsmanship. Our advice is simple: choose authentic tequila, savour it responsibly, and celebrate the experience—not just the occasion.