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.