Desi Daru strengthens UK team
British-Indian vodka brand Desi Daru has welcomed two new team members to accelerate its expansion in the UK.
Chet Patel has joined Desi Daru as national account manager, and Gregorio Soriente has joined as brand manager.
The new hires are said to arrive at a crucial time for the brand as it aims to expand across the UK on-trade.
Mohit Singh, co-founder of Desi Daru, said: “For an emerging brand like ours, it’s all about finding the right people who truly believe in what we’re building. Chet and Gregorio are not just talented professionals, but people who have followed our journey and share our vision.
“Chet has an exceptional track record in the on-trade, and Gregorio has unrivalled contacts in the luxury hospitality world. I can’t wait to see how we’ll be able to expand Desi Daru Vodka across the UK with their support.”
Patel began his career at Diageo as a regional account manager, where he managed a portfolio of more than 20 key products, including Tanqueray, Cîroc, Johnnie Walker and Guinness.
Following this, he joined Nxus Drinks in a senior position, where he focused on driving distribution and building brand presence for spirits such as Crystal Head Vodka, and supported the UK launch of Still G.I.N.
In his new role at Desi Daru, Patel will lead the brand’s national account strategy, fostering partnerships across both on-trade and off-trade sectors while driving advocacy with bartenders, distributors and key trade accounts.
Patel commented: “As someone from a British Indian background, Desi Daru immediately resonated with me. It’s rare to see a brand that so authentically reflects both heritage and modern British culture, while still delivering a genuinely premium product.
“I’ve been aware of the brand for some time, and what stood out was the balance between cultural storytelling and real commercial potential. There’s already great momentum behind it, particularly in the on-trade, but there’s still a huge opportunity to scale.
“For me, joining at this stage felt like a natural fit. I’m excited to help build on what’s been achieved so far and take Desi Daru into more of the UK’s venues, while continuing to grow its presence with consumers.”
From an advocate to a brand manager
Soriente’s career has taken him through some acclaimed venues, including the American Bar at The Savoy hotel in London. He has also held positions as director of mixology at Zetter Townhouse and head of bars at Conrad London St James. He has worked alongside Salvatore Calabrese at Velvet by Salvatore Calabrese at Corinthia London.
Soriente will join Desi Daru as both an investor and the brand manager.
His primary focus will be on establishing Desi Daru’s presence within prestigious cocktail programmes, including venues listed in the World’s 50 Best Bars and among five-star hotel groups.
Additionally, Soriente will lead signature cocktail collaborations, advocate for the industry, provide training, and implement high-quality content and influencer strategies.
“I fell in love with Desi Daru the moment I first tasted the liquid; the quality and the story behind it were immediately evident,” shared Soriente. “We initially began collaborating by using the vodka in signature cocktails and as a back-bar staple during my time at Zetter, and I subsequently had the chance to see the brand grow through the lens of my consultancy.
“Seeing the brand’s impact firsthand made it clear that this was a project I wanted to be part of on a deeper level. Transitioning from a collaborator to an investor and brand manager allows me to fully align my vision with Desi Daru.
“My goal is to ensure that our presence in the world’s most influential bars is backed by the same technical precision and excellence that goes into the vodka itself.”
B Corp-certified Desi Daru was founded by a British-Indian husband-and-wife duo, Mohit Singh and Aneet Kaur, to reflect their dual heritage.
Desi Daru vodkas are featured on the menus of some of the UK’s most respected venues, including Tayēr + Elementary, the Churchill Bar and Terrace, and The Savoy.
In 2025, the brand secured its first supermarket listing with Waitrose at 140 locations nationwide.
Earlier this year, Desi Daru signed an exclusive UK distribution deal with Speciality Brands.
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