Consumer
Brands

How Smoke Lab is spicing up at-home drinking with the first-ever premium homegrown vodka

How Smoke Lab is spicing up at-home drinking with the first-ever premium homegrown vodka

Varun Jain, CEO, NV Group. image courtesy: NV Group

Synopsis

NV Group’s Varun Jain is the man behind the product. Launched in 2019, Smoke Lab Vodka has created ripples in India and expanded to international markets as well despite the raging pandemic. However, to target the right consumer base, Smoke Lab requires focused retail partnerships, promotions, and visibility in terms of shelf space.

By
9 mins read, Last Updated:
As chilling at pubs and bars becomes a distant dream, people are taking to home-drinking sessions in a big way. This has led to new preferences among consumers, who may not be adept in mixing complicated cocktails, but are trying new brands for sure. Here, premiumisation is a key trend cutting across alco-bev categories. Primarily driven by the urban population, the move towards expensive or rather better liquor has been a driving force for a

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