Asian Spirits Gain Popularity in India

Indian markets are seeing a rise in popularity of Asian spirits.

Monika Alcobev, an importer of premium wines and spirits, has partnered with Jinro, a South Korean liquor brand, to bring soju to India.

Jinro is known for its smooth taste and cultural legacy, and it sells 96.8 million cases of soju worldwide.

Meanwhile, Nuvola Spirits, an Indian alco-bev company, has launched another soju brand called Seoulmate in Goa, with plans to expand to other regions.

Seoulmate is available in five variants, each priced at Rs 550 for a 375-ml bottle.

Jinro's soju variants are priced at Rs 830-Rs 850 in Maharashtra.

The growing interest in Asian spirits is driven by the popularity of Korean culture, cuisine, and entertainment, as well as the influence of social media and the boom in Asian dining experiences.

Additionally, Monika Alcobev has partnered with The Choya, a Japanese company, to bring its traditional Japanese liqueur, umeshu, to India.

The Choya uses premium Nanko-ume from Japan's Kishu region, sourced through sustainable and organic practices.

The growing interest in traditional and regional Asian alcoholic beverages in India reflects a broader shift in consumer mindset across the Asia-Pacific region, driven by rising urbanization, higher disposable incomes, and a rapidly expanding legal-age population.

Premiumisation is also driving Indian drinking trends, with a forecasted compound annual growth rate of +8% in volume and +9% in value for premium-plus segments in India during 2023-2028.

Suntory, the founding house of Japanese whisky, has launched Roku Gin—Sakura Bloom Edition, reflecting the growing appetite for seasonal, story-led expressions.