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interview

‘We currently stand as the largest

suppliers of tequila in India’

With the changing consumption patterns in the Indian market,

distributor of premium wines and spirits, Monika Alcobev is keen
expand its portfolio. Kunal Patel, MD, Monika Alcobev Ltd spoke

to Disha Shah Ghosh about their products and increasing demand
across consumer groups.

and favourable government policies, the Q With changing consumption
prospects for this sector are promising. patterns of younger travellers in
In 2021, the Acobev sector had a market India, which Alcobev segment has the
size of USDD 52.4 billion, and it is highest potential for growth?
projected to reach USD 64 billion over the Among younger Indian travellers, Tequila
next five years, with an annual growth rate is the Alcobev sector that has the greatest
of 6.54% between 2023 and 2027. India is potential for development. The shifting
set to become the fifth-largest contributor patterns of consumption show a rising need
to global market revenues in the near- for exclusive and high-end experiences.
medium term, and it currently constitutes Tequila is becoming more and more well-
2% of the country’s nominal GDP. The liked because of its unique flavour profiles
liquor sector is a significant source of and adaptability in mixed drinks. Younger
employment, providing jobs to over 8 generations with discriminating preferences
Q Tell us about the growth of Monika million people directly and indirectly, find it appealing because of its connection
making up 1.5% of the total workforce
Alcobev in the past five years.
to artisanal manufacturing and skill.
Sales have grown at an astounding 120% in the country, with most employment Tequila is also the go-to drink for health-
CAGR in the past 5 years, with exceptional opportunities found in related sectors like conscious youngsters since it has 0% carbs,
growth in tequila, where we currently stand agriculture, food and beverages, retail, and 0% sugar and fewer calories compared to
as the largest suppliers in the country. Our hospitality. other categories. Additionally, the growing
portfolio has grown from 2 brands in 2018 popularity of mixology and cocktail culture
to 92 brands in 2023, catering to almost Q What is your outreach strategy for is driving up demand for tequila. Tequila is
all categories an outlet can demand with the B2B segment in India? a promising growth area in the Alcobev
#Onlythebest quality from premium to Our approach to B2B outreach in India market, positioned to catch the imagination
high-end ultra-luxury. is focused on establishing long-term of India’s younger travellers with its rich
relationships with important Alcobev sector legacy and the promise of various, high-
Q Where does India rank as a source professionals. We think it is important quality options.
to recognise each B2B partner’s specific
market for the consumption of
alcohol compared to other countries in demands. To deliver specialised solutions, Q Tell us about your revenue growth
Asia? our committed account management in 2022 and plans for expansion by
The Indian alcoholic beverage industry and sales teams collaborate closely with 2025
is poised to expand to USD 64 billion each customer. To build relationships and With a sales growth of 70% YoY in FY2023,
in the next five years, driven by rising keep up with market trends and requests, we have successfully grown our presence to
incomes, urbanisation, increased access, we regularly engage in industry events. 18 states which altogether covers more than
premiumisation, and a younger consumer We actively provide our partners with in- 90% of the premium spirits (MRP>1,000)
base, as reported by the International depth product information, tastings, and market in India. In the next few years,
Spirits and Wines Association of India staff training so they are well-versed in the while we have created a good width in our
(ISWAI). This sector already contributes brands we import. Our company takes great offerings as well as distribution, it is time for
2% to India’s nominal GDP and offers pleasure in providing effective logistics and us to focus on bringing depth by covering
employment to over 8 million people across follow-up services to guarantee smooth more outlets and bringing our offerings
agriculture, food and beverage, retail, and transactions and satisfied customers. Our to a greater number of doorsteps. Apart
hospitality. In addition to substantial goal is to be a trusted and collaborative from that, we also have other major plans
tax contributions, the industry supports partner for our B2B clients in India, offering including factory setup and new product
farmers’ livelihoods. With India’s changing them a competitive edge in the Alcobev launches. n
demographics, a growing middle class, industry. disha.shah@saffronsynergies.in

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