New Delhi: Indian premium vodka brand Smoke Lab is strengthening its international footprint with a strategy centred on Indian heritage, craftsmanship, premium experiences, and cultural collaborations. The company, which entered the UK market earlier this year, is positioning itself as a global luxury spirits brand while promoting India as a producer of world-class vodka.
Founded by Varun Jain and Sanya Jain, Smoke Lab was developed using basmati rice and Himalayan spring water, aiming to create a distinctive Indian vodka that can compete with established international labels. The brand, which officially launched in 2020 after years of product development, has since expanded into key overseas markets, including the United States and the United Kingdom.
As part of its UK expansion, Smoke Lab recently participated in the Serpentine Summer Party in London, one of the city’s prominent cultural gatherings. The company described the event as an opportunity to introduce the brand to an international audience through art, culture, and premium lifestyle experiences rather than conventional alcohol advertising.
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Speaking about the brand’s journey, founder Varun Jain said the original vision was to create a premium Indian vodka category while showcasing India’s ability to produce spirits that match global quality standards. He noted that branding, public relations, sales, and responsible marketing continue to play an important role in the company’s growth strategy.
According to the founders, the United States remains a significant volume market, while the United Kingdom is viewed as a strategic gateway for expanding into Europe and the Middle East. They also observed growing consumer interest in Indian luxury products and craftsmanship across international markets.
Co-founder Sanya Jain said the company has increasingly associated itself with art and cultural platforms, reflecting its long-term brand positioning. She noted that premium cultural events provide an opportunity to connect with audiences seeking luxury experiences and authentic storytelling.
Beyond vodka, the company has also expanded its portfolio with products such as a Mahua-based gin and limited-edition offerings, while exploring new categories including wine, tequila, bourbon, and beer under its broader brand portfolio.
Discussing evolving consumer preferences, Varun Jain said global drinking habits are increasingly shifting toward “drinking less but drinking better,” with consumers choosing premium products over larger volumes. He added that India is also witnessing strong premiumisation, supported by increasing demand for higher-quality spirits and greater transparency in production.
The founders believe packaging and product design have become key differentiators in the premium spirits segment. Smoke Lab has introduced collectible bottle designs and flavour variants inspired by Indian ingredients, including Green Chilli Mango, while expressing interest in showcasing more Indian botanicals to international consumers through future limited-edition releases.
Reflecting on India’s growing presence in the global beverage industry, Varun Jain said countries have historically been identified with specific spirit categories, such as Scotland with whisky and Russia with vodka. He expressed confidence that Indian brands can similarly establish a strong international identity by focusing on quality, authenticity, and innovation.
Industry observers note that Indian premium spirits are gaining increasing visibility in overseas markets as consumer interest grows in products that combine local ingredients, distinctive craftsmanship, and contemporary brand positioning.
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