Mapping India's Evolving Drinking Culture And A Look At What's Coming Next

India’s drinking culture is changing faster than ever before, and the central shift is clear: consumers are becoming more curious about what they drink, how they drink it, and what makes an experience premium. As cocktail bars, global spirits, and new drinking formats find a wider audience, Indian tipplers are experimenting with unfamiliar flavours and international categories while also seeking authenticity, provenance, and craftsmanship.

At the centre of this evolving landscape are stakeholders who are not only responding to changing consumer preferences but also helping shape them. Among them, Monika Alcobev—a leading importer, distributor, and marketer of premium alcoholic brands across the Indian Subcontinent—operates across categories and markets to bring global labels to Indian consumers while building awareness of them.

In a conversation with Outlook Traveller, Hemang Chandat, Chief Commercial Officer, and Kunal Patel, Managing Director, at Monika Alcobev Limited, discuss the key shifts shaping how India drinks today, from the growing appetite for new categories and premium experiences to the increasing importance of education and accessibility. The conversation also examines how importers, distributors, bartenders, and other industry stakeholders are responding to these changes and helping introduce consumers to what comes next.

Shifts In India’s Drinking Behaviour

As cocktail culture in India has expanded in recent years, tipplers have become more willing to experiment across spirits, flavours, and drinking formats rather than stick to familiar choices. Chandat links this shift to increased travel, digital exposure, and the growth of the cocktail space.

Another significant point he made was about the age-agnostic nature of these changes. “Gen Z and millennials have become more open to trying new flavours, while more established consumers are leaning towards better-quality spirits,” Chandat added. Today, premium is not just about a higher price tag but the overall experience. “Consumers value authenticity, provenance, craftsmanship, and a story that gives them a reason to choose one brand over another,” said Chandat. He also mentioned that they are now dealing with a more knowledgeable and discerning audience, which is more curious about a spirit's origin and how it is made.

According to him, these changes are not limited to metro cities; they also extend to consumers in Tier I and Tier II cities. “This gradual trickle-down effect is also encouraging us to adopt categories in these markets that we earlier restricted to larger metropolitan markets,” added Chandat.

How Are Stakeholders Responding To These Changes?

As one of India’s leading importers and distributors, Monika Alcobev sees this consumer curiosity as an opportunity to build categories rather than simply introduce products. “It is our role to make discovery easier for tipplers across India by creating and introducing the right mix of availability, education, and experience,” said Chandat.

To enable this, the company brings in brands with genuine credentials and builds an ecosystem around them through distribution, bartender advocacy, consumer education, and experiences. “At Monika Alcobev, portfolio building is largely about anticipating where the consumer is going and responding to it. Our additions, such as Jinro and Licor 43, reflect this approach,” said Patel.

When asked about the role bartenders and mixologists play in building awareness around portfolio brands, Patel emphasised their importance in introducing new categories. “They play a critical role in introducing any new category because they are the first people who will explain the spirit to a consumer, demonstrate how it is consumed, and give the diner confidence to try something unfamiliar.” This is particularly important for categories such as soju, liqueurs and other cocktail-led spirits, where familiarity and education can encourage trial.

Jinro, South Korea’s leading soju producer, and Licor 43, the premium Spanish liqueur, are the latest additions to Monika’s portfolio. Their introduction into the Indian market reflects broader cultural and consumption shifts, from the influence of Korean culture and the rise of cocktail culture to the increasing intersection of beverages with food and lifestyle.

What's Coming Next?

Looking ahead, Patel believes the next phase of India’s beverage evolution will be defined by the same central shift: greater experimentation, deeper category knowledge, and continued premiumisation of consumption, which refers to the shift by buyers from basic, low-cost goods to higher-quality, higher-priced, and branded alternatives.

Consumers are also likely to explore beyond conventional spirits, showing greater interest in international categories, regional spirits, flavour-led products, and more sophisticated cocktail formats.

Ultimately, the Indian consumer is becoming more informed, curious, and selective, and that is the story running through this conversation. For importers and distributors, this means that simply bringing a global label to India will no longer be enough. The brands that endure will be those that combine authenticity and quality with accessibility, education, and cultural relevance.