Monika Alcobev Partners with Angostura to Expand Premium Rum and Bitters in India

Monika Alcobev has entered into a strategic partnership with Angostura, the Trinidad and Tobago-based spirits producer known for its bitters portfolio and premium rum range, as both companies look to capitalize on growing demand for premium alcoholic beverages in India.

Under the agreement, Monika Alcobev will manage the import, distribution and marketing of Angostura products across India. The initial portfolio includes Angostura 5-Year-Old Rum, Angostura Aromatic Bitters and Angostura Orange Bitters. The products will first be available in Maharashtra and Delhi, followed by a phased rollout into additional markets.

The partnership comes at a time when India’s premium spirits segment is seeing increased consumer interest in craft cocktails, international brands and premium drinking experiences. Industry demand from bars, restaurants and hospitality operators has also expanded as cocktail culture continues to evolve in major urban centers.

For Angostura, the move formalizes its presence in India. While the brand has long been familiar to bartenders and cocktail professionals, availability has largely been limited and fragmented. The new arrangement creates an official distribution channel aimed at improving market access and strengthening brand visibility.

Monika Alcobev views the partnership as part of its broader strategy to expand its premium spirits portfolio and strengthen its position within India's organized alcobev market.

Kunal Patel, Managing Director, Monika Alcobev, said, “Angostura carries a rare combination of heritage, credibility, and enduring relevance within the international spirits community. He observed that Indian consumers today are displaying far greater curiosity towards authentic brands with provenance, craftsmanship, and a strong association with evolving cocktail culture, with drinks such as the Picante and other globally influenced cocktails increasingly shaping urban consumption trends. The partnership aligns closely with Monika Alcobev’s long-term approach towards building premium categories with patience, consistency, and meaningful market presence."

Angostura Chief Executive Officer Ian Forbes, stating, “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.”

The agreement also reflects a broader trend within India’s hospitality and beverage industry, where international spirits brands are increasingly seeking structured distribution partnerships to access the country's growing premium consumer base.

Monika Alcobev currently manages a portfolio of more than 100 international brands across India and neighboring South Asian markets, spanning categories including tequila, whiskey, gin, rum, wine and liqueurs. The addition of Angostura further strengthens its presence in the premium spirits segment as competition intensifies among global brands seeking growth opportunities in India.