Monika Alcobev: Driving The Growth Of Premium Spirits In India

Today, the modern Indian bar is shaped by the ritual around the drink—the chef pairing flavours with spirits, the bartender building narratives through cocktails and a new generation of drinkers exploring the world through taste. At the centre of this evolving culture is Kunal Patel, Managing Director of Monika Alcobev, a company that has become one of the gateways for global premium spirits entering India.

Over the past few years, Patel has been steering Monika Alcobev’s evolution from a traditional distribution business into a platform focused on building premium global brands and experiences in India.

“Our ambition is simple,” Patel says. “To be the most trusted long-term partner for global premium brands looking to build their presence in India.”

From Distribution to Discovery

When Patel took charge, he immediately recognised the company’s strong foundation.

“The business had credibility and deep relationships,” he says. “My focus was to bring structure, scale and a long-term mindset.”

That shift meant moving beyond transactional distribution towards brand building through culture, storytelling and experience.

Monika Alcobev began investing in specialised teams, expanding its presence in key metropolitan markets and adopting a more data-driven approach to understanding consumer behaviour. At the same time, the company strengthened its partnerships across India’s hospitality ecosystem—restaurants, bars, hotels and emerging cocktail destinations.

“Simply bringing a brand to India is not enough,” Patel explains. “You have to build distribution, educate the trade and create sustained consumer pull.”

Also Read: Indian Spirits Win Gold At Asian Spirits Masters 2025

The Rise of the Curious Drinker

Across India’s major cities, drinking culture is undergoing a transformation. Younger consumers, particularly Gen Z and millennials, are moving beyond familiar labels and exploring new flavours, formats and drinking rituals.

“Younger consumers today are global in outlook,” he says. “They’re open to discovering new flavours, categories and experiences.”

For Monika Alcobev, this curiosity presents an opportunity to create discovery moments through cocktail culture, hospitality collaborations and curated lifestyle platforms where consumers encounter brands organically.

But curiosity alone doesn’t build a category.

“Interest alone does not create growth,” Patel notes. “Strong trade relationships and training ensure that curiosity translates into confidence.”

By investing in bartender education and hospitality partnerships, the company aims to create a premium ecosystem where consumers, bartenders and restaurateurs together shape emerging drinking trends.

Scaling the Premium Experience

Monika Alcobev’s recent SME IPO marked an important milestone in the company’s journey.

Beyond raising capital, the listing introduced a deeper level of discipline and long-term thinking within the organisation.

“The listing brought structure and accountability,” Patel says. “The next phase is about building scale with efficiency.” The company is now focused on expanding across high-potential markets, strengthening its analytics capabilities and investing in discovery channels such as travel retail and experiential platforms. These environments, Patel believes, are increasingly influential in shaping premium consumption.

One notable example is the launch of Amrut Expedition, a rare expression from Amrut Distilleries, one of India’s pioneering single malt whisky producers.

“Amrut has played a remarkable role in establishing Indian single malt globally,” Patel says. “Launching their oldest expression, Expedition in travel retail felt like the right platform to showcase both rarity and craftsmanship.”

For Patel, moments like these illustrate how travel retail can become a powerful gateway for discovery, introducing travellers to exceptional bottles that represent both global craftsmanship and India’s growing presence in the premium spirits world.

Korea’s Cultural Wave Meets the Indian Bar

Another notable addition to Monika Alcobev’s portfolio has been Jinro, the world’s leading Soju brand.
The decision to bring the Korean spirit to India was shaped by a broader cultural trend.

“We saw the influence of Korean culture growing rapidly,” Patel explains. “From QSR dining to cinema and music, the engagement was strong and sustained.”

By partnering with Jinro early, the company hopes to build an entire drinking culture around Soju. That means collaborating with chefs, restaurateurs and bartenders to create new drinking occasions, from Korean dining experiences to innovative cocktails.

“When a new category enters the market, authenticity and leadership are critical,” Patel says.

When Spirits Meet Style

In an industry where traditional advertising channels are limited, storytelling often happens through culture.

Patel believes premium spirits grow when they intersect with lifestyle.

“Premium brands grow on trust, recommendation and cultural relevance,” he says.

A recent collaboration with designer Gaurav Gupta captured this philosophy. Bringing together fashion, mixology and an audience that appreciates both, created a setting where brands could be experienced in an aspirational way.

“The right brand, the right environment and the right consumer,” Patel says. “That’s what creates real engagement.”

A Future Built on Experiences

Despite the rapid growth of premium spirits in India, Patel believes the journey is still in its early stages.

As consumer tastes evolve, new rituals and occasions will emerge, reshaping how people experience spirits in social settings.

“The key is patience,” Patel says. “Categories need advocacy, education and the right ecosystem to grow.”

For Monika Alcobev, the strategy remains clear: stay close to changing consumer behaviour, recognise cultural shifts early and build brands with a long-term vision.