Kunal Patel, Managing Director of Monika Alcobev, shares insights on premium spirits, cocktail culture, and changing consumer lifestyles
India’s bar culture is rapidly evolving. Today, it’s not just about drinking, but about the overall experience—where chefs pair flavours with spirits and bartenders craft unique stories through cocktails. At the centre of this shift is Kunal Patel, Managing Director of Monika Alcobev, a company that plays a key role in bringing global premium spirits to India.
Over the past few years, Patel has transformed Monika Alcobev from a traditional distribution company into a platform focused on building premium brands and experiences. His goal is clear: to become a trusted long-term partner for global brands entering India.
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When Patel took charge, he focused on strengthening the company’s foundation by adding structure, expanding operations, and adopting a long-term strategy. The company moved beyond simple distribution to focus on brand building through storytelling, consumer engagement, and experiences. It also invested in specialised teams, expanded in major cities, and adopted data-driven insights to better understand consumer behaviour.
Patel emphasises that just launching a brand in India is not enough. Success depends on strong distribution, educating industry professionals, and creating consistent consumer demand. To support this, Monika Alcobev has built strong partnerships with restaurants, bars, and hotels across the country.
India’s drinking culture is also changing, especially among younger consumers like millennials and Gen Z. These consumers are more open to trying new flavours and experiences. Monika Alcobev is tapping into this trend by creating discovery platforms through cocktail culture, collaborations, and lifestyle events.
However, Patel believes curiosity alone isn’t enough. Proper training and strong relationships within the hospitality industry are essential to turn interest into long-term growth. The company actively invests in bartender training and industry partnerships to build a strong premium ecosystem.
A major milestone for Monika Alcobev was its SME IPO, which brought more discipline and a long-term focus to the business. The company is now working on expanding into new markets, improving analytics, and exploring new channels like travel retail and experiential platforms.
One of its notable launches includes Amrut Expedition, a rare whisky from Amrut Distilleries, introduced in travel retail to highlight craftsmanship and exclusivity. Patel sees travel retail as an important space for introducing premium products to consumers.
The company has also introduced Jinro, the world’s leading Soju brand, in India, driven by the growing popularity of Korean culture. By collaborating with chefs and bartenders, Monika Alcobev aims to build a complete drinking culture around Soju in India.
Since traditional advertising options are limited in the alcohol industry, Patel focuses on building brands through lifestyle and cultural connections. A recent collaboration with designer Gaurav Gupta combined fashion and mixology to create a premium brand experience.
Looking ahead, Patel believes the premium spirits market in India is still at an early stage. As consumer preferences evolve, new drinking habits and occasions will emerge. He emphasises that long-term growth requires patience, education, and a strong ecosystem.
Monika Alcobev’s strategy remains focused on understanding consumer trends, identifying cultural shifts early, and building premium brands with a long-term vision.
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