Monika Alcobev Ltd. successfully showcased its global portfolio brands at India Cocktail Week 2026, generating strong engagement from bartenders, hospitality professionals, and cocktail enthusiasts. The company spotlighted Licor 43 and Jinro Soju at the prestigious cocktail festival held on February 28 and March 1 at Jio World Garden, Mumbai.

Event Highlights and Brand Showcase

The festival brought together acclaimed bars, international labels, and leading mixology talent from across the country. Within this dynamic environment, Monika Alcobev's showcase generated strong engagement across both brands.

Licor 43 featured prominently in signature serves that highlighted its vanilla-forward profile and versatility across classic and modern recipes. Jinro Soju attracted consistent curiosity, particularly among younger consumers discovering the Korean brand through approachable mixed formats tailored to Indian preferences.

Interactive Activations Drive Engagement

To amplify engagement, Monika Alcobev introduced interactive activations that blended fun with flavour discovery. The basketball arcade game offered a playful challenge where participants earned Licor 43 merchandise for successful shots, drawing crowds and sparking lively conversations. Complementing this, the Make Your Own Carajillo 43 bar empowered attendees to craft personalized versions of the iconic Spanish coffee cocktail using Licor 43, with expert guidance from mixologists.

Industry Leadership Perspectives

David, Export Manager at HiteJinro Co., Ltd., highlighted the encouraging response to Jinro Soju: "The response to Jinro Soju was very encouraging, especially from younger consumers who were excited to discover the category and explore the different flavours. It was rewarding to see many people trying soju for the first time and engaging with the brand in such an energetic environment."

Ali Hariri, Cluster Director – Executive Board Member at Zamora Company, emphasized India's market potential: "India is an incredibly dynamic market, and we see strong long-term potential for Licor 43 here. The energy we experienced at India Cocktail Week 2026 reinforced how quickly India's cocktail culture is evolving and how open consumers are to discovering new flavours."

Strategic Business Impact

The two-day participation extended beyond tastings, translating into meaningful business conversations around on-premise listings, city-level activations, and collaborative initiatives with partner establishments. This reinforced the growing relevance of both brands within India's evolving bar ecosystem.

Mr. Kunal Patel, Managing Director of Monika Alcobev Ltd., reflected on the festival's success: "Seeing bartenders experiment confidently with Licor 43 and watching consumers discover Jinro Soju in innovative cocktail formats was extremely encouraging. The conversations extended well beyond the tasting counters and paved the way for new collaborations, stronger partnerships, and long-term brand building within India's evolving bar community."

Company Portfolio and Market Position

Monika Alcobev is a leading importer, distributor and marketer of premium alcoholic beverage brands across the Indian subcontinent. The portfolio includes globally acclaimed brands such as Jose Cuervo, 1800 Tequila, Remy Martin, Cointreau, Choya, Botanist, Licor 43, Jinro Soju, and Ron Diplomático. With a strong presence across key markets and over 100 world-renowned labels, the company remains at the forefront of India's premium alcoholic beverage landscape. In July 2025, the company achieved a major milestone with a highly successful SME IPO.

Monika Alcobev Limited has announced its partnership with Jose Cuervo for the annual Margarita Fest 2026, bringing a nationwide celebration of tequila cocktails to India's premium hospitality circuit. The event, running from March 6-8, 2026, represents a significant expansion of the company's brand activation initiatives across key metropolitan markets.

Event Overview and Scale

The Margarita Fest 2026 encompasses over 90 leading outlets across major Indian cities, offering consumers curated margarita experiences and signature cocktail serves. The festival's geographic reach spans multiple high-growth markets, reinforcing Jose Cuervo's position in India's premium spirits segment.

Participating Venues and Market Presence

The festival features an extensive network of premium partner venues across India's key metropolitan areas. Notable participating establishments include:

• 145
• Permit & Co
• The Nook
• Bombay Cartel
• Effingut
• Arts Room
• Maize & Malt
• The Foundry
• Slurr

These venues will showcase exclusive margarita expressions featuring Jose Cuervo's portfolio, alongside bartender-led innovations and guest experiences tailored to urban consumers seeking high-quality agave spirits and contemporary cocktail formats.

Strategic Objectives and Market Impact

According to Mr. Kunal Patel, Managing Director of Monika Alcobev Limited, the initiative reflects the company's long-term commitment to building a vibrant tequila culture in India. The festival aims to bring consumers closer to authentic margarita serves while supporting on-trade partners with engaging programming and strong brand visibility.

The scale of participation across premium venues highlights the growing appreciation for tequila-based cocktails in India's dynamic hospitality market. The event is designed to strengthen Jose Cuervo's engagement with India's cocktail culture while reinforcing its global leadership position in the tequila category.

Company Background and Portfolio

Monika Alcobev Limited operates as a leading importer, distributor, and marketer of premium alcoholic beverage brands across the Indian subcontinent. The company provides end-to-end execution across HORECA, Retail, and Travel Retail channels, maintaining a portfolio of over 100 world-renowned labels including globally acclaimed brands such as Jose Cuervo, 1800, Remy Martin, Cointreau, Choya, Botanist, Licor 43, Jinro Soju, Ron Diplomático, and the VSPT Group.

In July 2025, the company achieved a major milestone with a highly successful SME IPO, marking the beginning of its next phase of strategic growth and expansion in India's premium alcoholic beverage landscape.

Jose Cuervo Heritage and Market Position

Jose Cuervo brings a heritage spanning over two centuries to the partnership, having been a key figure in the world of tequila since 1795. The brand maintains its traditional crafting methods at La Rojeña, Latin America's oldest active distillery, where the Cuervo family has preserved the same recipes and techniques passed down across generations. This rich history and consistency have established Jose Cuervo as the top-selling and most-awarded tequila worldwide.

The Margarita Fest 2026 is expected to attract cocktail enthusiasts, hospitality professionals, and tequila fans, further solidifying Jose Cuervo's presence in India's expanding premium spirits market while demonstrating the increasing sophistication of Indian consumers' preferences for international premium brands.

Source: None/Company/INE0LCG01010/12f0973f-423d-4462-ae5a-5c2977a97557.pdf