# Tequila giant Becle makes direct India push, hires ex-Diageo executive 2026-08-07T22:05:33+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 1 independent outlet Becle, the world's largest tequila maker and owner of Jose Cuervo, is entering India directly through its spirits unit Proximo. It has appointed former Diageo executive Shweta Jain as managing director for India and South Asia, according to a report in Economic Times. The move ends Proximo's reliance on distributor Monika Alcobev and gives it greater control over pricing and brand building. India's tequila volumes tripled between 2022 and 2025, with ultra-premium tequila surging 13-fold from a small base. The broader spirits market grew 4% in FY26. Proximo, which also sells Bushmills Irish Whiskey and Kraken Rum, will compete with Diageo's Don Julio and Bacardi's Patron. The shift towards at-home consumption and premium retail is helping tequila shed its nightclub image. ## Coverage - economictimes.indiatimes.com Tags: Becle, India spirits market, Jose Cuervo, premium alcohol, Shweta Jain, tequila Canonical: https://indianopinion.org/tequila-giant-becle-makes-direct-india-push-hires-ex-diageo-executive/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/tequila-giant-becle-makes-direct-india-push-hires-ex-diageo-executive/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes.