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WINE TOURISM IN INDIA: A JOURNEY THROUGH VINEYARDS, LANDSCAPES, AND STORIES Hansraj Ahuja Co-founder of Apex Wine Club Most people don’t think of India when they think of wine; the rolling hills of Tuscany, the châteaux of Bordeaux, or the sunlit valleys of California first come to mind; yet quietly and steadily, one vineyard, one bottle, and one curious traveller at a time, India has been nurturing a wine culture of its own. Wine tourism in India is still young, but that is precisely its charm; there is freshness here, a sense of discovery, of stepping into wine regions that are still writing their opening chapters. More Indians today are travelling not just to beaches or mountains, but to vineyards tucked between hills, lakes, forests, and ancient landscapes. Each visit reveals how wine in India is far more than a drink: it is a journey. The Journey Begins A short drive from Mumbai brings you to Nashik, India’s undisputed wine capital. Quiet valleys, rows of vines that stretch into the distance, and tasting rooms with sweeping views of the Western Ghats, this is where India’s wine story begins.Nashik’s warm days and cool nights are perfect for varietals like Shiraz, Cabernet Sauvignon, Chenin Blanc, and Sauvignon Blanc. Visitors wander along the vines, pause for tastings, and enjoy food pairings that beautifully weave Indian flavours with Indian wines. A little further south, Pune adds its own character with boutique wineries: smaller, more intimate, with a handcrafted charm. Tastings here often feel like personal conversations, where winemakers share their experiments, triumphs, and surprises. In Karnataka, the vineyards of Nandi Hills offer a different mood: higher altitude, cooler air, and gentle slopes; it’s a region where the sunsets linger, and a glass of wine tastes especially reflective in the fading light. Nearby, Hampi, a UNESCO World Heritage Site, presents perhaps the most dramatic setting: ruins and massive boulders surrounding vineyards that feel at once ancient and modern. Wineries here bring a sense of craftsmanship and quiet excellence to this extraordinary landscape. In the north, regions like Himachal Pradesh and parts of the Northeast produce fruit wines: apple, plum, peach, pineapple, and kiwi. These wines tell stories not just of the land but of communities that have embraced local produce and traditional methods in fresh, meaningful ways. Experiencing India’s Vineyards Exploring India’s vineyards is an experience that unfolds at its own unhurried pace. A typical visit begins with a walk through the vines, touching the leaves, learning about pruning and harvesting, and understanding how soil and climate shape each grape. Winemakers explain the delicate balance of acidity, tannins, fermentation, and ageing. These insights come alive when one sits down for a curated tasting: a crisp Chenin Blanc enjoyed under the afternoon sun, a deep Shiraz paired with aromatic kebabs, or a sparkling wine savoured at sunset.Many wineries now offer ‘staycations’, with charming rooms overlooking the vineyard. Mornings begin with mist rising over the vines, and evenings end with conversations around a bottle shared among friends. Visitors can also enjoy wine festivals, where music, artisanal food, grape stomping, and lively crowds celebrate the fun side of wine culture. Educational workshops on wine appreciation, sensory evaluation, and grape growing add depth for those keen to learn more. And for many first-time visitors, the playful, messy, and joyful activity of grape stomping remains a highlight. The Power of Storytelling Across the world, wine tourism thrives on storytelling. In France, Italy, Australia, South Africa, and the United States, wineries narrate their history, struggles, triumphs, and the legends attached to their land. Visitors remember these stories long after the tasting ends. Storytelling is one of the most powerful tools of brand building in the global wine industry. A compelling narrative creates emotional connection: something far stronger than technical details. A visitor who hears a beautiful story remembers the wine; a visitor who hears only technicalities remembers nothing. In India, most tasting sessions remain technical, focusing on fermentation, steel tanks, residual sugar, and acidity levels. While informative, they miss the warmth and personality that turn a tasting into a memory. Indian wineries have a unique opportunity to infuse each tasting with stories: how the vineyard began, why the founder chose this land, the struggles they face with weather, pests, and harvest, perhaps a special vintage they created by accident, what inspirations guide their labels and blends, and maybe a hint of local folklore tied to the region. This storytelling approach can transform wine tourism in India, giving wineries stronger identities and offering visitors richer, more intimate experiences. In a country built on oral tradition, stories are our greatest strength; they make wine personal. Challenges on the Wine Trail Despite the charm and promise, wine tourism in India faces several challenges. Awareness remains limited as many still see wine as elite or foreign. Regulatory hurdles, varying state laws, and high taxes complicate operations. Infrastructure in certain regions needs improvement: better roads, signage, and accommodation would help attract more travellers. Wine tourism is also seasonal, with peak activity during harvest and festival months. Yet, every challenge is also an opportunity for growth. The Road Ahead The future looks bright. New wine regions are emerging. Sustainability, organic farming, water management, and eco-friendly practices are becoming central to winemaking. Culinary tourism is naturally blending with vineyard experiences, showcasing how beautifully Indian cuisine pairs with Indian wines. Cultural elements include music nights, art exhibitions, and yoga among the vines, which are helping create deeper, more immersive experiences.Digital storytelling, virtual tastings, and online vineyard tours are expanding reach beyond physical travel. A younger generation of winemakers, trained abroad and inspired by global standards, is infusing the industry with fresh ambition and creativity. Most importantly, there is a growing recognition that wine tourism is not just about wine: it is about hospitality, culture, landscape, and storytelling combined. A Journey Waiting to Be Taken Wine tourism in India is a journey of discovery, of land and climate, of craft and passion, of flavours shaped by the hands that

What makes the Amrut x Bungalow Blended Whisky a unique release in the global whisky landscape? The Amrut x Bungalow Blended Whisky represents a rare partnership between two pioneering Indian brands committed to craftsmanship and innovation. Crafted exclusively for Bungalow in New York, this expression blends Amrut’s mastery of Indian single malts with Bungalow’s elevated culinary vision. It is designed specifically to complement modern Indian cuisine among cosmopolitan of New York.What inspired Amrut to collaborate with Bungalow for this exclusive whisky? Amrut partnered with Bungalow because both champion authenticity, excellence, and modern expressions of Indian heritage. Bungalow’s nostalgic yet refined style mirrors Amrut’s balance of tradition and innovation, creating the ideal synergy for a bespoke whisky crafted for global connoisseurs.How does this whisky reflect Amrut’s philosophy and legacy? This whisky reflects Amrut’s signature blend of tradition and innovation. It showcases the brand’s global craftsmanship, versatility, and commitment to creating bespoke expressions that elevate dining experiences and champion Indian excellence internationally.Why is New York a significant market for this launch? New York has long been a cornerstone of Amrut’s international success, with a knowledgeable audience that deeply appreciates premium Indian single malts. The whisky was crafted for individuals who enjoy refined dining experiences such as those offered at Bungalow. The exclusive release also features in Bungalow’s signature drink “Paan Old Fashioned”, making it a central component of the restaurant’s elevated cocktails.How does this release connect with Amrut’s global diaspora audience? The Amrut x Bungalow Blended Whisky speaks directly to the global Indian audiences who value cultural continuity expressed through contemporary refinement. The whisky becomes a bridge between origin and aspiration. It reflects how Indian flavours, craftsmanship and identity are being reinterpreted worldwide, offering diaspora communities a familiar yet elevated expression of home, heritage and modern global living.

NEBBIOLO PRIMA 2025: A JOURNEY INTO THE HEART OF LANGHE AND ROERO Mohona Chowdhrey @ the_winedian_girl Attending Nebbiolo Prima this year was an extraordinary experience for me both personally and professionally. This annual event, organised by Albeisa Consorzio, is one of the most significant opportunities in the international wine world for appreciating some of the most iconic expressions of Italian wine heritage. For 30 years, Albeisa has brought journalists, trade professionals, and wine lovers from around the world to Alba to taste the latest young releases of Barolo, Barbaresco, and Roero DOCG wines, to understand their potential and to witness firsthand the character that the vintage imbues in these great Nebbiolo wines. What is Nebbiolo Prima? Nebbiolo Prima was the official preview of the latest vintages from the Nebbiolo-based DOCG wines of the Langhe and Roero areas. The event was an opportunity to taste young Barolo, Barbaresco, and Roero wines before they reach broader markets, allowing us to assess early development, potential evolution, and stylistic signatures of each vintage. At the tasting, all wines were served blind, revealing to us only the vintage, appellation, and vineyard information. This format gave me a deeper understanding of terroir, climate influence, and winemaking style across different communes and producers highlighting nuance, precision and balance. Albeisa itself was central to this experience. Founded to promote the great wines of the Alba area globally, it represents hundreds of producers and a long-standing tradition embodied by the classic Albeisa bottle. This 18th-century bottle design has become a symbol of quality and identity for wines of the Langhe, and being part of the Consorzio means dedicating oneself to strict quality regulations and a proud heritage. Vintage 2022: Barolo’s Strength and Character The 2022 Barolo vintage will be remembered for its early harvest and remarkable adaptation of Nebbiolo vines to challenging climatic conditions. The year began with low winter rainfall and mild early temperatures, leading to a growing season that moved ahead of the norm. A long period of dry weather through spring and summer, combined with heat, drove the physiological development of the vines faster than usual, requiring careful canopy management to protect grapes from sun exposure. Harvest started unusually early, with Nebbiolo not far behind mid-September ripeness, a sign that the vines delivered concentrated fruit with smaller berry size and a favourable skin-to-pulp ratio. These conditions suggest wines with strong structure, excellent alcohol integration, and the potential for long-term ageing, provided that acidity is carefully preserved during vinification. At Nebbiolo Prima, I was struck by the youthful intensity of the 2022 Barolos; even at this early stage, they show expressive aromatics, ranging from dark fruit to spice, and floral complexity that hints at a great future unfolding. The tannins are present and firm yet promise to integrate beautifully over time. This vintage clearly rewards patience and cellaring so that its powerful profile can harmonise and reveal deeper subtleties. Vintage 2023: Elegance and Balance The 2023 growing season brought a very different set of conditions. A cold winter with abundant rainfall allowed the vines to emerge from dormancy with good water reserves.However, the early part of spring was unusually dry, requiring attentive vineyard management to avoid disease and stress. May and June were marked by frequent rain and cool temperatures, which facilitated vegetative growth but demanded care to prevent fungal pressure. A notable climatic event on July 6 brought heavy rain and hail to parts of the region, although the core Barolo and Barbaresco areas were largely spared. This led to a settled summer with no significant water stress, allowing consistent ripening of Nebbiolo through August and into October. For Roero DOCG 2023, this balance translates into wines of refined elegance and freshness. The Nebbiolo-dominant Roero wines displayed lifted aromatics and a delicate interplay between fruit intensity and refreshing acidity. These wines are not as tannic as Barolo at this stage, but they show remarkable finesse and promise to age gracefully. The Barbaresco 2023 also impressed me with its poise and bright fruit character. Unlike some warmer years where high sugar levels push alcohol higher, this vintage preserved a balance between sugar and acidity, giving wines a sense of lift and vivacity that speaks to both early enjoyment and future development. Differences Across Barolo, Barbaresco, and Roero Because Nebbiolo is such a sensitive and terroir-expressive grape, tasting across the DOCGs highlighted how the same grape can display dramatically different personalities. In Barolo, especially in the 2022 vintage, I noted more structured tannins and deeper, denser aromatic profiles with forest floor and spice notes that are hallmarks of great Barolo. In contrast, Barbaresco from 2023 leaned towards refined red fruit, floral notes, and elegant structure, with an approachable yet complex presence. Roero 2023 appeared lighter on its feet, immediate and charming, yet just as capable of ageing beautifully. One of my favourite communes was Monforte d’Alba. Tasting young Barolos in the morning was unexpectedly enlightening. Monforte’s expression tends to be fruitier on the nose, offering bright berry notes and a softer initial impression, compared with the classic Barolo commune, where tertiary aromas of mushroom and forest floor develop more prominently even at an early stage. This diversity is part of what makes Langhe so fascinating. The terroir differences, even at the scale of neighbouring communes, can shape Nebbiolo in profoundly different ways that only a direct comparative tasting like Nebbiolo Prima can reveal. Personal Reflections and Cultural Immersion Beyond the wines, Nebbiolo Prima was enriched by cultural and educational experiences that deepened my connection to this land. We explored the geography and soils of the region with Professor Edmondo Bonelli, gaining insight into how soil composition and hillside exposures influence the growth and eventual wine style of Nebbiolo. With Professor Anna Schneider, I learned about the genetic aspects of Nebbiolo, understanding why this grape is so ancient, noble, and yet so demanding. And Emanuele Coraglia guided us through the broader Langhe and Roero landscape, bringing context that transformed vineyards on a map into places of living heritage.

INSIDE JURA’S TIMELESS WINE WORLD Stuti Khetan Independent Spirits Consultant Arriving in the town of Arbois early in the morning felt like stepping into a living ecosystem, built on one shared identity: Jura Wine. Nestled between Switzerland and Burgundy, the Jura region is a hidden wine gem of France. Here, wine runs through every vein, from the cellar doors tucked into cobbled lanes, to quaint merchants, curated wine bars, and humble boutiques that all speak the same language of terroir. But Jura is more than its wine; it is a place where history, culture, and terroir converge. The very soil beneath your feet seems to hold centuries of knowledge; its significance defined by the life that grows here. The Collective Brand My journey started at Fruitière Vinicole d’Arbois, where the cooperative model of Jura’s winemaking culture became immediately evident. Here, the region itself becomes the brand. Growers, vintners, and merchants work together to protect quality and reputation, pooling resources and sharing strategies to ensure that Jura’s identity remains strong. Sitting with the team, you sense how aligned they are in defending the region’s character, with great emphasis placed on how deeply the cooperative is woven into the region’s policies and decisions; a collective heartbeat guiding both agriculture and tourism. The Unexpected Walking through their cellar, I was struck by the centuries-old stone walls, the cool, hushed air, and the quiet rhythm of wines ageing on lees and developing complex notes over time. The floor smelled faintly of yeast and chalk. Wooden barrels sat shoulder to shoulder like guardians of time. But just alongside this deep-rooted history were cans of wine adorned with a modern, striking label. This was a playful, unexpected innovation that signalled Jura’s willingness to evolve. It was a perfect example of how tradition and modernity can coexist. You can feel a great respect for the past, yet there is a subtle wink toward the present, inviting new audiences to discover the wines in their own way.Passing by the vineyards in the late afternoon, touching the leaves still warm from the sun, and smelling the mineral-rich soil, it became evident that these varieties are not just crops; they are storytellers. Each vine seems to whisper the history of the land, the care of generations of winemakers, and the nuanced interplay between climate, geology, and human attention.Facing the Reality of Climate Despite its beauty and charm, Jura is not immune to the challenges of climate change. In recent years, frost in 2017, 2019, 2021, and 2024 created some of the smallest harvests since 1945. The region’s small, irregularly shaped vineyards make some common solutions, like candles or large protective fences, prohibitively expensive and impractical. Instead, growers have turned to late pruning as a practical defence against frost, while the cooperative model ensures that major disasters impact the community collectively rather than individually. A Community Effort It was then uncovered that La Fruitière d’Arbois participates actively in organisations like the Comité Interprofessionnel des Vins du Jura and Société de Viticulture du Jura. Through these platforms, growers collaborate to maintain high standards, protect native grape varieties, and develop tourism sustainably. Most of Jura’s economy remains locally owned, ensuring that growth and innovation are guided by those who are intimately connected to the land. Tasting rooms, local markets, guided tours, and artisanal workshops, all reflect a community that values heritage and sustainability. Even the ‘Made in Jura’ label acts as a symbol of regional craftsmanship, uniting everything from watches to cheese to glassmaking under one shared identity.The Philosophy of the Table I moved on to Domaine Rolet, where the tasting conductor insisted that we think about food pairings with each glass. This philosophy, deeply embedded in French culture, elevates every dining experience into a reflection of place, time, and tradition. The tasting room itself was bright and welcoming, with bottles lining the walls like a quiet archive of vintages. We tried a range of styles from Savagnin, to Poulsard, and Trousseau. Savagnin, often used to produce the region’s famed Vin Jaune, exudes nutty, oxidative aromas, a taste that is distinctly Jura. Poulsard lends delicate red fruit notes to light, translucent reds, while Trousseau brings depth, spice, and structure to more robust wines. Even Chardonnay, known locally as Melon d’Arbois, carries a sense of place that transforms a familiar grape into something completely unique. Talk About Wholesome Meals Here’s where the cooperative’s relationship with local artisans becomes impossible to ignore. Their wines aren’t paired with cheese by accident; they are part of the cheese, literally. Fruitière supplies white wine to one of the region’s major cheese companies to make fondue. We headed to Restaurant La Finette for some of that cheesy fondue and had a meal I can only describe as wholesome.The pot arrived bubbling and aromatic; dipping bread into its soft, wine-kissed acidity, in that warm, wood-panelled room, felt like participating in a regional ritual. The vineyard shapes the cheesemaking, the cheese shapes the meals, and the meals shape the region’s hospitality. Exploring Château-Chalon We caught the sunset over Château-Chalon, an AOC dedicated exclusively to Vin Jaune from the Savagnin grape. The sky washed the hilltop village in gold as the vineyards glowed beneath it. The scene captured the region’s extraordinary quality despite the small production area. Every sip was rich, nutty, and complex, reflecting decades of careful maturation. Although we did not reach L’Étoile, locals describe it as a village nestled among five hills, forming a star; its vineyards scattered with star-shaped fossils, a geological quirk that adds yet another layer to Jura’s unique terroir. Conclusion Speaking with local producers reinforced that this region is not just about bottles on a shelf; it is about people, place, and the stories that connect them. I cannot wait to return, explore L’Étoile, and indulge again in the region’s Vin Jaune. Jura remains for me a living ecosystem where tradition, creativity, and community come together in perfect harmony.

PERSONALITY OF THE MONTH  Souvagya Mohapatra is a distinguished hospitality leader with over three decades of experience in developing and managing luxury hotels. Currently the Managing Director for Atmosphere Core (India, Nepal, Bhutan & Sri Lanka), he is known for expanding landmark properties, shaping industry growth, and championing excellence, sustainability, and authentic guest experiences. Can you elaborate on how your professional endeavours contribute to your overall sense of fulfilment and happiness? As Managing Director at Atmosphere Core, I’m fulfilled by leading with purpose and heartfelt service. Creating authentic, sustainable, culturally rooted guest experiences drives me. Empowering teams, fostering transparency and shaping future leaders energise me. Seeing our people, destinations and brand grow continually reinforces my purpose and joy in this journey.Reflecting on your career trajectory, what pivotal moment or decision stands out as a defining factor in your success? Mayfair Hotels & Resorts shaped my leadership foundations through trust and autonomy. Becoming Managing Director at Atmosphere Core in 2021 sharpened that journey, enabling me to drive sustainable, culturally rooted growth. My success is built on dedication, continuous learning, and a passion for developing strong teams and brands. Which alcoholic beverage holds a special place as your favourite indulgence? Although I don’t consume alcohol, Atmosphere Core curates exceptional beverage experiences for guests. Our Glenelly Estate wine-tasting events in the Maldives are particularly special, offering premium South African wines. We focus on delivering culturally rooted, high-quality wine and spirit experiences that blend luxury with authentic regional character. Share a behind-the-scenes glimpse into a memorable project or collaboration that brought together your passion for both beverages and another interest or field. A standout project that reflects my passion for beverages and hospitality is Atmosphere Jaisalmer, our upcoming boutique resort in Rajasthan. It blends modern luxury with local culture, featuring a specialty restaurant and a whiskey-cigar lounge with curated beverage experiences. The project seamlessly unites luxury, regional heritage, sustainability and authentic sensory journeys.

WHY JINRO IS SET TO DEFINE KOREA’S SPIRIT BOOM IN INDIA Aakriti Rawat Drinks Writer India’s beverage landscape is at a remarkable inflection point. We are witnessing one of the most dynamic evolutions in consumer preference in over a decade; an evolution shaped not by traditional Western influence, but by the rising cultural tide from the East. Korean culture, once a niche, is now deeply woven into the aspirations and lifestyles of young India. From K-dramas and K-pop to Korean food, fashion and social culture, the Hallyu wave has not just arrived, it has become a defining force. And at the heart of this cultural exchange lies a fast-growing category that is reshaping how India drinks: Korean spirits, led globally by Jinro Soju. The partnership between Jinro, the world’s No.1 spirit brand and Monika Alcobev comes at a defining moment. This collaboration is not only a strategic entry into the Indian market; it is a response to a clear, accelerated shift in consumer behaviour. Jinro’s entry signals the formal arrival of a category that is already capturing Indian curiosity, particularly among Gen Z and young millennials who are driving premiumisation in the alcobev space. A Cultural Wave That Became a Consumption Shift To understand why Korean spirits are booming, we must first understand the cultural context.A 2024 report found that 84.5 percent of Indian audiences engaged with Korean pop culture, an astonishing number that mirrors the velocity with which the Korean cuisine has captured Indian palates. Korean restaurants, street-style BBQ spots, Omakase-inspired dining rooms, izakayas and karaoke bars are mushrooming across metros. This dining renaissance has naturally paved the way for Korean beverages, and especially Soju, to rise in relevance. Soju has long been Korea’s drink of community, celebration, and youth culture. Its portrayal in K-dramas, its presence in social dining scenes, and its easy, smooth flavour profile have turned it into a global sensation. In 2024 alone, Jinro sold an astounding 96.8 million cases worldwide. Today, it is not only the world’s best-selling spirit but also a bridge into the modern Korean social experience, an experience that young Indians find fresh, aspirational and relatable. India’s Drinking Culture Is Evolving, and Jinro Fits Right In Indian consumers have become more exploratory, more premium-focused, and more open to global experiences than ever before. While whisky, rum and vodka remain mainstream, there is a fast-expanding premium segment where curiosity guides choice. In that segment, Soju stands out for three reasons. First, Soju is sessionable. At 13–20 percent ABV, it appeals to consumers looking for lighter, smoother options, something refreshing that can be sipped slowly. Second, Soju is versatile. It pairs beautifully with food, and as India embraces global cuisines, a food-friendly spirit becomes an obvious companion. Third, Soju is social. The entire experience, pouring for one another, sipping from shot glasses, sharing food, resonates with India’s own communal dining and celebration culture. The result is a category that feels both globally modern and culturally familiar. Why Jinro Leads the Charge As a brand, Jinro occupies a unique position. It is not just the pioneer of modern Soju; it is its most powerful symbol. Chamisul Fresh, its flagship variant, has come to define the category’s energy: clean, crisp and incredibly smooth. Its flavoured range, including Green Grape, Plum, Grapefruit, Strawberry and Peach, has broadened the audience even further, becoming a favourite among young, experimental drinkers. But beyond taste, Jinro represents authenticity. It is Korea’s most recognised spirit, a brand built on 100 years of tradition, craftsmanship and consistency. And as consumers increasingly seek genuine global experiences, this authenticity matters more than ever. “Bringing Jinro to India in a structured, strategic, long-term manner is an opportunity we are extremely proud of. For us at Monika Alcobev, this partnership is not just about distribution, it is about category development, market education and shaping a premium segment from the ground up,” says Kunal Patel, Managing Director, Monika Alcobev Limited. Why This Partnership Matters Monika Alcobev Limited has consistently focused on building India’s next generation of premium categories. From premium wines and agave spirits to liqueurs, from niche world whiskies to botanical craft spirits, the company has consistently positioned itself as a bridge between global craftsmanship and Indian consumers. Jinro fits seamlessly into this vision.Monika Alcobev Limited’s nationwide distribution network, logistics capability, market intelligence, and on-ground trade relationships enable the organisation to build brands with discipline, transparency, and scale. The first phase will cover major metros, including Delhi, Mumbai, Bengaluru, and Hyderabad, markets where Korean dining culture is already mainstream. The next phase will expand into Tier 2 cities, where global premiumisation is rising rapidly. Monika Alcobev Limited will also curate immersive experiences. From K-culture bar nights to chef partnerships, from Korean food trails to music-driven consumer events, the aim is to recreate the spirit of modern Korea in India’s most vibrant social spaces. The Korean Drinking Experience, Now in India A key element of Soju’s charm is how it is meant to be enjoyed. Traditionally in Korea, Soju is served ice-cold, at around 2–4°C. This temperature enhances its smoothness, making each sip crisp and refreshing on the palate. It pairs beautifully with spicy, savoury dishes, something Indian consumers instantly relate to very easily. Whether it is Korean Tofu Kimchi, tteokbokki, ramen, Korean BBQ or even fusion Indian-Korean dishes, Jinro complements flavours instead of overpowering them. Vegetarians too have great options, from Crispy Kimchi Cheese Jeon to spicy gochujang-style starters. As India’s dining scene becomes more global, having a spirit that is designed for food culture is a significant advantage. New Chapter for India’s Premium Spirits Market As the Indian market continues to premiumise, global categories with strong cultural identity and emotional resonance will lead the next wave of growth. Korean spirits, especially Soju, are poised to be one of the biggest new-age categories of the coming decade. With Jinro, the category’s most iconic brand, they are not just responding to market demand; they are shaping it.This partnership is yet another milestone in Monika Alcobev’s journey as India’s