New Delhi: Monika Alcobev Ltd., one of India’s leading importers and distributors of premium alcoholic beverages, has entered into a strategic partnership with Angostura, the renowned Trinidad and Tobago-based producer of Angostura Aromatic Bitters and premium Caribbean rums, to officially launch and expand the brand’s presence in India.
Under the agreement, Monika Alcobev will handle the import, distribution, sales and marketing of Angostura’s portfolio in the Indian market. The initial launch will cover Delhi and Maharashtra, with a phased rollout planned across other major Indian states in the coming months.
Angostura portfolio to debut in key Indian markets
The partnership will introduce a range of premium Caribbean products, including:
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- Angostura 5-Year-Old Rum
- Angostura Aromatic Bitters
- Angostura Orange Bitters
The move is aimed at strengthening Angostura’s availability across bars, restaurants, premium retail stores, hotels and hospitality establishments through a structured and organised distribution network.
India’s premium spirits and cocktail culture driving demand
The collaboration comes at a time when India’s premium spirits market is witnessing strong growth, supported by increasing consumer interest in authentic international brands, craft cocktails, premium rum, and mixology-led drinking experiences.
Although Angostura bitters have been used by Indian bartenders for many years through unofficial distribution channels, the new partnership formalises the brand’s entry into India and is expected to significantly improve product availability and market reach.
Monika Alcobev sees strong opportunity in provenance-driven brands
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.”
Angostura aims to build a premium lifestyle brand in India
Ian Forbes, Chief Executive Officer, Angostura, said the partnership is focused not only on distribution expansion but also on establishing Angostura as a premium lifestyle and cocktail-focused brand in India.
“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 expands international spirits portfolio
Monika Alcobev currently represents more than 100 international beverage brands across India and neighbouring South Asian markets, covering categories such as whisky, tequila, gin, rum, wine and liqueurs.
The addition of Angostura further strengthens the company’s premium and super-premium spirits portfolio, as global beverage companies increasingly seek experienced local distribution partners to tap into India’s rapidly expanding alcobev market.
Premiumisation trend continues to shape Indian alcobev industry
Industry observers believe the partnership reflects the broader premiumisation trend in India’s alcoholic beverage sector, where rising consumer interest in heritage brands, provenance-driven products, cocktail culture, and premium on-trade experiences is expected to drive sustained growth in the coming years.
With Angostura’s globally recognised bitters and Caribbean rum now entering India through an official channel, the partnership is expected to create new opportunities for bartenders, mixologists, premium retailers and hospitality operators while expanding consumer access to internationally acclaimed cocktail ingredients and rum expressions.
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