NV Group, one of India’s largest and most successful distillers, and SMOKE LAB, the company’s new age lifestyle endeavor, announce the US debut of SMOKE LAB VODKA, India’s first-ever homegrown, luxury Vodka. Inspired and guided by SMOKE LAB Founder, Varun Jain, SMOKE LAB VODKA is manufactured one batch at a time, at a state-of-the-art distillery and crafted with locally sourced superior-quality Basmati rice, a crop indigenous to the brand’s native country. Beginning October 1, 2020, SMOKE LAB VODKA Classic and SMOKE LAB VODKA Aniseed will be available in New York, New Jersey and California with further expansion planned in 2021.
India accounts for 70% of the world’s Basmati rice production. It originates from the foothills of Himalayas in the North of India and the name comes from the Sanskrit word for “Fragrant”. “We chose Basmati rice as the spirit base for SMOKE LAB VODKA because of its distinctive nutty flavor and unique floral aroma and because Basmati is intrinsically linked with our homeland of India,” commented Jain. “The Basmati selected for SMOKE LAB VODKA is cultivated in close proximity to the distillery to ensure freshness.”
Once harvested, the fresh Basmati rice is steeped in pure Himalayan natural spring water prior to undergoing an ultra-modern five-step distillation process using charcoal filtration. A two step Sparkle Filtration process is then utilized to create a soft, clean and smooth finish. Jain added, “The intensive end-to-end approach ensures every bottle is 100% free of contaminants and full of the purest vodka drinking experience achievable.”
SMOKE LAB VODKA Classic, 40% ABV, is an ultra-pure spirit immersed in intrigue. It opens with fresh nutty aromas and hints of citrus fruits and unfolds into an Intensity and complexity on the palate. The finish is subtle citrus fruits with hints of nutty characters. SMOKE LAB VODKA Aniseed, 37.5% ABV, is a playful exploration of a much-loved Indian herb. Refreshing notes of fennel and licorice along with a creamy, sweetness on the palate and delicate fennel blossom finish will keep consumers coming back for more.
‘Live Responsibly’ as an ethos is one that Jain embraces in all SMOKE LAB initiatives and in all other spheres in his life. Jain added, “While creating the world’s cleanest, smoothest ultra-pure vodka is our mission, at SMOKE LAB we are wholly committed to social and environmental responsibility as well. We are driven by the idea of conscious consumption and encourage our consumers to always drink responsibly and we have a deep sense of responsibility in how our vodka is made. SMOKE LAB VODKA is a zero-carbon footprint brand – we utilize renewable sources of energy that contribute back to the electric grid and we have zero water waste when it comes to producing our Vodka. Our commitment to being responsible also extends to the local community. Almost all of our raw materials are sourced locally, ensuring a thriving and sustainable ecosystem.”
SMOKE LAB Founder, Varun Jain is furthering his family legacy with his unique perspective and vision bridging the canyon-like gorge between lifestyle and spirits in India’s premium alcohol market. SMOKE LAB is an experimental lifestyle platform which marries the traditional DNA of the NV Group with the youthful edge of the future it’s headed towards. Since joining the group in 2007, Jain has successfully piloted the creation and launch of SMOKE LAB VODKA, a world class Vodka with a highly innovative mindset, a craft-oriented approach, and a modern perspective that can take on any other ultra-premium brand in taste, quality and story. Under Jain’s guidance, SMOKE LAB is also developing new and exciting spirits in other categories which will further reinforce the India story – one of quality and mastery.
Jain concluded, “US consumers seek to discover new brands with authentic quality stories. We believe our unique story and the passion of our mission to introduce our spirits of India to the world is evident in every drop of SMOKE LAB VODKA. We are excited for US retailers, on-premise operators and ultimately consumers to embrace the realization of our dream.”
SMOKE LAB VODKA Classic & Aniseed retail for a suggested price of $19.99/750ml.
