Flavoured spirits find their mix as India leans into local tastes
“When we started doing flavours, nobody was thinking about local flavours. Everybody was doing orange, lime, lemon, and raspberry. We saw the gap, Indian flavours, everything from saffron from Rajasthan to saunf (aniseed) were missing. So we built around that,” said Varun Jain, who leads NV Group’s spirits business under the Smoke Lab umbrella, which sells vodka in aniseed, saffron and green chilli mango variants.
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