Monika Alcobev has been tasked with “strengthening” the Angostura mark in India under a new distribution & marketing deal with parent Angostura Holdings.
The Delhi-based importer-distributor will handle the Caribbean brand’s Five-Year-Old Rum, Aromatic Bitters and Orange Bitters in the country. The three SKUs will first be rolled out in Maharashtra and Delhi, followed by a “phased expansion into other states” , Monika Alcobev said.
While Angostura has a “longstanding presence” in India, Monika Alcobev said the brand’s availability there has been “largely limited through unofficial channels”. The new distributor will focus on “strengthening the brand’s presence across leading bars, restaurants, retail outlets and hospitality destinations”.
Neither length nor financial details of the deal were disclosed.
Angostura Holdings CEO, Ian Forbes, said: “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 represents “more than” 100 international brands across India and neighbouring South Asian markets, including Brown-Forman’s Ron Diplomático, Jose Cuervo’s namesake & 1800 tequila marks and Rémy Cointreau’s Remy Martin & Cointreau brands. Last year, Zamora Co also penned a deal with the importer to introduce its flagship Spanish liqueur Licor 43 to the Indian market.
