As India’s premium beverage landscape evolves alongside changing consumer preferences, NV Group has expanded its spirits portfolio with the launch of Stainley Gold, a premium blended Indian whisky, and Blue Moon Minty Jamun, a flavoured vodka. While positioned for the broader Indian Made Foreign Liquor (IMFL) market, the launches also reflect the growing premiumisation trend influencing hotel bars, restaurants and experiential dining venues.
The company plans to roll out both brands across 10 states by FY2026-27, beginning with Delhi and expanding into Haryana, Rajasthan, Punjab, Chandigarh, Goa and Maharashtra. The expansion comes at a time when premium spirits are witnessing robust growth, driven by rising demand for premium drinking experiences across metros as well as tier-II cities.
India’s premium spirits market is projected to grow at a CAGR of 12.2% between 2026 and 2033, with premium whisky continuing to dominate the segment. At the same time, flavoured vodka is emerging as a fast-growing category, fuelled by younger consumers seeking cocktail-friendly and flavour-led offerings.
For the hospitality industry, these trends are reshaping beverage programmes, with hotels, premium restaurants and bars increasingly curating diverse spirit portfolios to cater to evolving guest preferences. The introduction of flavour-forward products and premium blended whiskies offers hospitality operators additional opportunities to enhance cocktail menus and premium beverage experiences.
Stainley Gold is crafted using matured imported Scotch malts blended with Indian grain spirit and is bottled at 42.8% ABV. Blue Moon Minty Jamun is a triple-distilled rice-based flavoured vodka bottled at 37.5% ABV, designed for cocktails, highballs and shots.
Commenting on the launch, Varun Jain, CEO & Founder, Smoke Lab, NV Group, said the company aims to strengthen its presence across key spirits categories by offering products that combine quality, authenticity and distinctive flavour profiles, while expanding distribution across India.
The products are manufactured at NV Distilleries & Breweries Pvt. Ltd. in Punjab and form part of the company’s strategy to strengthen its presence in the mid-premium spirits segment.
With premiumisation becoming a defining trend across India’s hospitality sector, beverage innovation is increasingly influencing guest experiences, allowing hotels and restaurants to differentiate their food and beverage offerings through curated spirit selections and contemporary cocktail programmes.
