I consider myself a classic Carrie Bradshaw, for all intents and purposes. Writer? Check. Curly, wavy hair? Check. A tight knit group of girlfriends and a horrible situationship that refuses to leave me alone, also check. The only place Carrie and I differ are the cocktails we order at a bar. While she’s loyal to the Cosmopolitan, I’m a Picante girl all the way. The spice, the tequila, the salted rims; it’s a symphony of flavours that seem to come together beautifully. For the longest time, I was under the impression that my Picante orders were one of a kind in a sea of martinis, beer and wine orders. Imagine my surprise when I realised that was not at all the case.
On a recent night out with a friend at an NYC coded bar in Mumbai, I ordered my usual and the bartender smiled saying, “everyone wants a Picante now.” A quick conversation with him revealed that almost every second person is savouring a Picante now, it’s become everyone’s go-to drink. A quick Google search revealed it to be true.
“At Late Checkout, Picante has been one of our best-selling cocktails consistently over the past two years. What stands out is its staying power, it hasn’t behaved like a passing trend. Instead, it’s become a reference drink that guests return to instinctively and often use as a benchmark when exploring the rest of the menu,” explains Nikhil Kamble, Head of Mixology at Late Checkout, Mumbai.
Kimberly Pereira, COO, Maya Pistola Agavepura gives a brand perspective on this, “At platforms like India Cocktail Week, we sell anywhere between 700–800 Picantes per city, annually, and it consistently ranks among the highest ordered cocktails during our bar takeovers as well. You also see Picante-focused promotions running across multiple cities throughout the year. That level of consistency across events, menus, and markets suggests it’s far more than a fleeting trend.”
What is it about this drink that it has very clearly claimed the top spot in cocktail orders across the board?
Our desi roots are making their presence known, not just in the food space but also in drinks. Turns out, it does come down to our love for spice and mirchi. “We always liked our spicy drinks, the Picante just slotted itself perfectly into what our Indian population likes. Timing was right,” says Arijit Bose, founder of Bar Spirit Forward, Bengaluru, that was crowned number one in the 30 best bars list recently.
Kamble further explains that in India, spice is deeply embedded in how we eat, so its extension into cocktails feels intuitive rather than experimental. Spice also adds dimension, pairs well with food, and encourages slower, more intentional sipping, aligning well with how people socialise today. Ask him why he thinks Picante has managed to hold onto the top spot and his answer is simple, “Because it’s built on balance, not novelty. The heat is controlled, the citrus keeps it fresh, and the tequila provides clarity and depth. That structure makes it reliable for bartenders and comforting for guests. Trends driven by gimmicks fade quickly; Picante endures because it delivers consistency and satisfaction every time.”
Pereira has a similar perspective, “In India, it really comes down to flavour familiarity. Picante strikes a balance between sweet and spicy, I’d like to think it’s almost distinctly chatpata. These are flavour profiles Indian consumers instinctively connect with, which makes the drink both approachable and memorable, encouraging repeat orders.”
Picante’s flavour profile also seems to be appealing to age groups across the board. But it seems to be more about what kind of a cocktail drinker you are. “We see particularly strong traction among young, urban, experience-driven drinkers, alongside seasoned cocktail enthusiasts. Younger guests are drawn to its bold flavours and familiarity with spice, while more experienced drinkers appreciate its structure and consistency. Overall, it resonates with people who prioritise flavour and quality over fleeting trends,” says Kamble.
Bose explains it cheekily but with a heightened accuracy — “It can be consumed anytime of the day and has the spice hit of a Bloody Mary, the robustness from a margarita and yet it is light enough so two or three can be had easily without feeling too heavy. It’s an extremely versatile and smashable drink that’s super easy to prep and execute.”
If there’s one thing that’s clear, it’s that the Picante isn’t planning its exit anytime soon. Industry insiders agree that while the drink will continue to evolve, its core identity is here to stay. Rather than being replaced, it’s more likely to be reinterpreted — through different chilli varieties, subtle infusions, and regionally inspired twists. “Its core flavour structure aligns well with how people want to drink today, which is why it’s likely to stay relevant.” explains Kamble.
Its success lies in how naturally it fits into the way people want to drink today: flavour-forward, refreshing, uncomplicated, yet layered enough to feel considered. And with agave spirits continuing their steady rise in India, the Picante finds itself perfectly positioned at the intersection of accessibility and aspiration.
Seasonality also plays a quiet but important role. As temperatures climb, drinkers gravitate toward cocktails that feel light yet exciting, and Picante delivers both — citrus for freshness, spice for personality, and tequila for backbone. Its simplicity works in its favour too. “The Picante also benefits from being an accessible drink, its ingredients are easy to source and it doesn’t rely on overly complex techniques. Coupled with the continued rise of agave spirits in India, I see the Picante maintaining, if not strengthening its position this year,” comments Pereira.
“We are only seeing the tip of the iceberg. It will become a staple at all bars across various levels from nightclubs, to member bars, to restaurants and cocktail bars. More and more tequila brands will push their product through this brand. Even for me, I never say no to a good Picante or an average one. I do prefer mine with a splash of Mezcal and soda to perk it up a bit more,” concludes Bose.
And perhaps that’s the true mark of its success. The Picante doesn’t demand loyalty through novelty. It earns it through consistency. Whether it’s made with tequila alone, lifted with a splash of Mezcal, or finished with soda for extra brightness, it adapts without losing its soul.
Because at the end of the day, you can’t separate Indian palates from their love for spice. And the Picante’s popularity isn’t just about chilli — it’s about balance. The heat, the citrus, the lightness, the familiarity. Together, they’ve created a cocktail that doesn’t shout for attention, yet quietly dominates every bar menu it lands on.
