Trinidad & Tobago’s rum and bitters brand Angostura has teamed up with importer and distributor Monika Alcobev to officially launch in India.
Under the strategic partnership, Monika Alcobev will lead the import, distribution, and marketing of Angostura’s portfolio in key Indian markets.
The rollout of the brand’s 5-year-old rum, Angostura Aromatic Bitters, and Orange Bitters will begin in Maharashtra and Delhi, followed by a gradual expansion into other states.
CEO of Angostura, Ian Forbes, commented: “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.”
Angostura has reportedly held a prominent presence in India’s bar scene for decades, widely used in classic cocktails and favoured by professional bartenders.
Despite its long-standing reputation, the brand has traditionally been available mainly through unofficial channels. Monika Alcobev Limited leads the brand’s official introduction to the Indian market.
The launch is set to take place as India’s premium spirits segment sees growing interest in craft cocktails, authentic global brands, and enhanced drinking experiences.
Kunal Patel, managing director of Monika Alcobev, said: “Angostura carries a rare combination of heritage, credibility, and enduring relevance within the international spirits community. Drinks such as the Picante and other globally influenced cocktails are increasingly shaping urban consumption trends.”
Monika Alcobev represents more than 100 international brands in India and surrounding South Asian markets.
Earlier this year, the importer and distributor provided insights into the country’s increasing interest in Tequila as seen through the perspective of Jose Cuervo.
Last month, Angostura expanded its UK grocery presence for its Orange Bitters with listings in M&S and Sainsbury’s.
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