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Distillery Profile - The NV Group, India
THE ENLIGHTENED PALATE
By Michael Tulipan
Leading Indian spirits company NV Group is pushing boundaries and expanding the world’s flavor palate with a line of new products from its Smoke Lab distillery. In 2020, Smoke Lab made its United States debut with a five-times distilled vodka crafted from Indian basmati rice and a unique aniseed vodka, giving a glimpse into the company’s plans to bring Indian flavors to the world of spirits.
NV Group started as a distributor in 1994 before moving into spirits production and today is one of the largest distillers in the country. Varun Jain, founder of Smoke Lab and son of NV Group Chairman Ashok Jain, was determined to make his own mark with a true homegrown Indian brand built on a foundation of original flavors and innovation. “We are not trendfollowers,” Jain says. “NV Group believes in authenticity and creating brands which stand the test of time.”
Making a mark on the hyper-competitive global vodka category meant creating something distinctive. Basmati rice was a natural choice for the spirit base for Smoke Lab Vodka because of its distinctive nutty flavor and unique floral aroma, not to mention that 70% of the world’s basmati rice is grown in India. The rice is steeped in Himalayan natural spring water before undergoing a five-step distillation process using charcoal filtration and an additional two-step sparkle filtration process to ensure a clean, smooth-tasting vodka.
Jain is not stopping at the creation of a new ultra-premium vodka. “Our objective behind the Smoke Lab flavor range was to introduce authentic Indian-flavor spirit expressions to consumers around the world,” he says. Aniseed was the company’s first foray into flavored vodka, and Jain notes that it has been well received in both international and domestic markets. Next up for 2022 will be a vodka showcase for the world’s expensive spice, Smoke Lab Saffron.
Smoke Lab continues to explore Indian flavors for upcoming releases. Delicate, distinctive mahua is planned for a gin, while chili is a possibility for an upcoming vodka. Rarely seen outside the country, mahua is found in Central India and is reputed to have various health benefits. “Mahua is the tree of life for the Baiga Tribes,” says Jain. “The tree bears scented flowers which are filled with sweet nectar.” Chili is tied to India’s complicated colonial past. Brought by the Portuguese, the spice has thrived on the subcontinent, and India is today the largest producer of dried chilies in the world. With many exotic varieties to choose from, the vodka is sure to spice up the category when it hits the market.
Smoke Lab Vodka has been designed with bartenders in mind. The spirit is versatile and serves as a solid base for classic and modern cocktails. The introduction of Aniseed and Saffron will only widen the possibilities for creative new drinks. And as consumers’ flavor palates expand, Smoke Lab will be there with spirits that showcase India’s finest quality ingredients, flavors, and craftsmanship.
AUTUMN BRAMBLE
INGREDIENTS
2 oz. SMOKE LAB Aniseed Vodka ¾ oz. fresh lemon juice 1 tbsp. simple syrup 5 fresh blackberries ½ oz. Crème de Mûre
PREPARATION
Add ingredients to a shaker with ice and shake until well-chilled. Separately, in a tumbler, muddle 3 fresh blackberries, add fresh ice and strain the vodka mixture into the tumbler. Drizzle the Crème de Mûre on top and garnish with 2 fresh blackberries.
