India’s premium alcoholic beverages market is witnessing a shift towards quality, provenance and experiential consumption, with categories such as tequila, Irish whisky, soju, Japanese whisky and premium liqueurs gaining traction, according to Kunal Patel, managing director, Monika Alcobev Ltd. 

Patel said consumers are becoming more informed and experimental, increasingly interested in understanding the origins, craftsmanship and consumption styles associated with the brands they choose. Premiumisation remains a key growth driver, while the expansion of cocktail culture is creating new opportunities for international spirits brands.

“Consumers today want to understand what they are drinking, where it comes from and how it can be enjoyed,” he said, highlighting the growing importance of product identity and drinking experiences in shaping purchasing decisions.

Tequila, Irish whisky and soju are among the categories witnessing strong consumer interest. Patel attributed this trend to the influence of international drinking preferences, the growing popularity of cocktails and consumers’ willingness to explore new flavours and experiences. He added that buyers are increasingly moving beyond traditional choices towards spirits with distinctive identities and consumption occasions.

The premiumisation trend is also influencing purchasing behaviour, with consumers showing a greater willingness to spend on products that offer differentiated taste, craftsmanship and provenance. According to Patel, purchasing decisions are increasingly shaped by the occasion and the experience associated with a brand, rather than the product alone.

Monika Alcobev sees considerable potential for premium imported spirits and wines in Tier-II and Tier-III cities. Patel said awareness of international brands is expanding beyond major metropolitan markets, with consumers in emerging cities increasingly seeking quality, variety and new drinking experiences.

Improved distribution and product availability are expected to support further market development. However, building scale in India requires a clear understanding of state-specific regulations, pricing structures, distribution channels and consumer preferences.

Patel said the company aims to expand without compromising brand positioning. Its approach involves identifying suitable markets and consumption occasions for individual brands, followed by steady distribution expansion. He emphasised that premiumisation is about making the right products available in relevant markets rather than pursuing indiscriminate expansion.

Younger legal-drinking-age consumers are also contributing to the evolution of the market through their interest in cocktails, social occasions and emerging international categories. Patel pointed to the growing influence of Korean culture through food, music and entertainment as a factor supporting interest in soju.

The company has seen an encouraging response to Jinro since its introduction in India. The brand’s distinctive toad mascot has also helped establish a recognisable identity among consumers. Patel said Monika Alcobev focuses on building awareness and developing categories such as tequila, soju and other emerging premium spirits.

Brand activations and hospitality partnerships are playing an important role in introducing consumers to premium spirits. Patel said experiential marketing enables consumers to understand a brand’s personality, serving style and intended occasions beyond the bottle.

As part of its efforts, the company recently organised Jinro experiences in Bengaluru, Delhi and Mumbai, collaborating with outlets including Wine in Progress, Call Me Ten and Woodside Inn. Each city hosted around 100 guests, with activities combining cocktails, food, music and social interaction.

The company has also supported Cointreau through its Margarita activation and The Botanist through the ‘Meet Me for a Martini’ campaign. Patel said collaborations with restaurants and bars help create relevant consumer experiences and encourage discovery of international brands.

Digital media is another important channel for consumer engagement, particularly among younger audiences. Social platforms influence how consumers discover brands, learn about cocktail trends and engage with international drinking culture. Patel said brands need to build visibility through content that remains relevant and consistent with their identity.

Monika Alcobev recently introduced Licor 43, described by the company as Spain’s highest-selling liqueur, alongside Jinro Soju in India. The company continues to evaluate international brands and emerging categories with potential to connect with Indian consumers over the long term.

Looking ahead, Patel expects India’s imported spirits market to expand over the next three to five years, supported by premiumisation, wider geographic penetration, category development and experiential consumption. Tequila, soju, premium whisky and liqueurs are expected to remain among the categories offering growth opportunities.

For FY2026-27, the company plans to strengthen its existing portfolio, expand its presence across markets and develop newer categories. It will focus on deepening its reach in North India while consolidating its presence in Western and Southern India.

The company also intends to scale brands that are gaining consumer traction and build newer categories through distribution and brand-development initiatives. Patel said the broader objective is to establish Monika Alcobev as a trusted market-entry and growth partner for international premium spirits brands in India, with an emphasis on long-term brand building and category development.