Soju & Umeshu: India's New Bar Stars Emerge

Regional Asian spirits, particularly soju and umeshu, are experiencing a surge in popularity across India's urban centers. This trend is propelled by a growing consumer base eager for artisanal and premium offerings, alongside the pervasive influence of Korean culture. Brands like Jinro have seen substantial global sales, with recent expansions into India by importers such as Monika Alcobev. Homegrown companies, like Nuvola Spirits, have also introduced soju brands, initially targeting markets like Goa and planning wider distribution.

The appeal of soju is closely linked to the 'K-wave,' encompassing K-dramas, music, and cuisine, which has cultivated curiosity for Korean beverages. Consumers are increasingly drawn to lighter, easy-drinking spirits, a preference that soju readily meets. Furthermore, the rise of specialized dining experiences like izakayas and Korean karaoke bars enhances the demand for authentic Asian drinks.

Japanese umeshu, a plum liqueur, is also entering the Indian market, highlighted by partnerships with companies like The Choya, which emphasizes premium ingredients sourced from Japan's Kishu region. This influx of unique spirits caters to a market segment seeking higher quality and novel taste profiles. Experts note that nearly 100 million Indians are expected to reach legal drinking age by 2030, indicating a significant opportunity for growth in the premium alcohol sector.

The Indian alcohol market is witnessing a strong trend towards premiumization, with forecasts predicting significant growth in the premium-plus segments. This shift is attributed to rising disposable incomes, an expanding middle class, and a heightened consumer interest in superior quality beverages. Spirits like Japanese whisky and craft gins are also seeing increased demand, reflecting a diverse and maturing market.