Monika Alcobev Ltd., a leading importer and distributor of premium alcoholic beverages, has entered into a strategic partnership with Angostura, the Trinidad and Tobago-based producer of globally recognised bitters and premium Caribbean rums, to officially introduce and expand the brand’s presence in India.
Under the agreement, Monika Alcobev will manage the import, distribution and marketing of Angostura’s portfolio, which includes Angostura 5-Year-Old Rum, Angostura Aromatic Bitters and Angostura Orange Bitters. The products will initially be launched in Delhi and Maharashtra, with phased expansion planned across other key markets.
The partnership comes as India’s premium spirits market continues to witness growing demand for authentic international labels, craft cocktails and premium drinking experiences, driven by evolving consumer preferences and a rapidly expanding cocktail culture.
For Angostura, the collaboration formalises its presence in India, where its bitters have long been used by bartenders through unofficial distribution channels. The partnership aims to strengthen availability across bars, restaurants, premium retail outlets and hospitality establishments through an organised distribution network.
Commenting on the partnership, Kunal Patel, Managing Director, Monika Alcobev, said, “Angostura carries a rare combination of heritage, credibility and enduring relevance within the international spirits community. Indian consumers today are displaying far greater curiosity towards authentic brands with provenance, craftsmanship and a strong association with evolving cocktail culture. This partnership aligns closely with our long-term strategy of building premium categories with patience, consistency and meaningful market presence.”
Ian Forbes, Chief Executive Officer, Angostura, said, “This partnership represents more than expanding our global distribution. It is about positioning Angostura as a premium lifestyle brand in India. We see significant opportunities to work closely with bartenders, mixologists, retailers and hospitality partners to showcase the versatility and quality that have made Angostura respected around the world.”
Monika Alcobev currently represents more than 100 international beverage brands across India and neighbouring South Asian markets, spanning whisky, tequila, gin, rum, wines and liqueurs. The addition of Angostura further strengthens the company’s premium spirits portfolio as global brands increasingly look to tap India’s growing alcobev market through established distribution partners.
The partnership also reflects the broader premiumisation trend in India’s alcoholic beverage industry, with rising consumer interest in provenance-driven brands, mixology and premium on-trade experiences expected to drive category growth over the coming years.
