Flavoured Vodkas In India: A Fact-Checked Guide

Flavoured vodka isn’t the quirky cousin in India’s alcohol cabinet anymore — it’s quickly becoming the life of the party. As Indian consumers get more adventurous (and a little fancy), the vodka landscape is shifting toward bold innovation, smooth premiumisation, and flavours that celebrate regional flair. From tangy tropical twists to desi-inspired infusions, the category is buzzing with creativity.

This article dives into the trends stirring up the market, the brands leading the charge, what’s driving flavour choices, how it’s all made, the regulatory quirks in the background, and — of course — some playful pairing ideas to make your next cocktail night a hit.

Market Landscape: Size, Growth, and Drivers

• The India vodka market reached an estimated USD 4.50 billion in 2024, according to IMARC Group (International Market Analysis Research and Consulting).
• IMARC projects the market to grow at a CAGR of ~5.10% from 2025 to 2033, reaching about USD 7.40 billion in 2033.
• Key growth drivers include:
• 1. Premiumisation - more consumers are willing to pay for higher-quality spirits.
  2. Flavoured vodka demand - rising among younger drinkers who enjoy variety and experimentation.
  3. Cocktail and mixology culture - more bars, home bartenders, and social drinking occasions.
  4. Craft and artisanal spirits - growing interest in small-batch, locally inspired, and innovative spirits.
• According to sector analysis, white spirits (vodka + gin) are expected to grow strongly in India, driven by shifting urban lifestyles.

Key Players & Brands in Flavoured Vodka

• Radico Khaitan (Magic Moments):
• • Magic Moments is the flagship vodka brand. In FY 2024, Radico sold 6.3 million cases, crossing INR 1,000 crore in sales.
  • In mid-2025, Radico launched the “Flavours of India” line under Magic Moments, introducing Alphonso Mango and Thandai variants.
  • The company claims these variants are produced via a 5-stage filtration process to maintain smoothness.
  • In FY 2025, Magic Moments reportedly crossed 7 million cases, reinforcing its scale and market leadership.
  • In October 2025, Radico announced another flavour: Jamun SpicyMint, further expanding the Flavours of India portfolio.

• United Spirits / United Breweries (USL):
• • White Mischief, a well-known Indian vodka brand, has flavoured variants like Strawberry + Ginseng, Mango + Mint, and Green Apple.
  • Romanov, another Indian vodka by USL, offers flavours such as Orange, Lemon, and Apple.
• International Brands:
• • Imported vodkas like Smirnoff also contribute to the flavoured vodka conversation in India. For instance, Smirnoff has several flavour variants globally (e.g., green apple, espresso) that may influence local demand.

Flavour Trends & Consumer Preferences

• Traditional fruit flavours dominate: Mango, citrus (lemon, orange), and apple-based variants are very common, especially among domestic brands.
• Indian-inspired flavours rising: Radico’s Flavours of India line with Mango, Thandai, and now Jamun SpicyMint reflects a broader trend of localising flavours to Indian taste profiles.
• Botanical and spicy infusions: While not yet as mainstream in mass-market vodkas, there is growing interest (particularly in craft or premium segments) for botanicals, herbs, and spices. This aligns with global mixology trends.

Production & Quality Considerations

• Neutral spirit + flavouring: Most commercial flavoured vodkas are made by adding flavouring (natural or nature-identical) to a base neutral spirit. This method balances cost, scalability, and consistency.
• Filtration matters: According to Radico, its Flavours of India variants use a multi-stage filtration process to retain smoothness while preserving the infused flavour.
• Craft and small-batch innovation: In craft vodka production, distillers may use infusion or maceration techniques (steeping fruit, herbs, spices) to create richer and more nuanced flavours. This is consistent with broader trends in India’s craft spirits market. 

Regulation & Market Challenges

• Regulatory complexity: Alcohol in India is heavily regulated at the state level (excise laws), so flavoured vodka producers must navigate a patchwork of rules for production, distribution, and pricing.
• Tax and cost pressure: Input costs (grain/ENA, packaging) and excise duties significantly affect pricing and margins. Radico has noted fluctuations in ENA and glass costs in its filings.
• Growth volatility: While premium and flavoured segments are expanding, the broader spirits market may face headwinds. For instance, some media reports say spirits demand growth slowed in FY25. 

Tasting, Serving & Pairing Guidance

• Tasting flavoured vodka: Focus on balance - assess how well the flavour is integrated, whether the spirit is smooth, and whether there is any artificial or cloying sweetness.
• Serving ideas:
• • Fruit vodkas (mango, citrus): pair with soda water, lemonade, or tonic.
  • Indian flavours (Thandai, Jamun SpicyMint): experiment with soda + a hint of lime, or use them in creative cocktails inspired by Indian desserts (lassi, kulfi).
  • Botanical or herb-infused vodkas: great in herbaceous cocktails (e.g., with basil syrup, or in a savory spritz).
• Food pairing: Fruit vodkas suit light appetizers or grilled fare; spiced or botanical vodkas can complement Indian snacks like chaat, kebabs, or fusion dishes.

Future Outlook & Emerging Themes

• Deeper localisation: Expect more India-centric flavour experiments (regional fruits, spices, traditional drink infusions) as brands try to build a distinct identity and emotional resonance. Radico’s Jamun SpicyMint is just one example.
• Premium and craft will expand: As consumers become more discerning, smaller distilleries and craft producers are likely to launch flavoured vodkas with premium positioning. IMARC projects strong growth in the craft spirits space.
• Collaboration with bars, mixology, and RTDs: Flavoured vodkas may increasingly show up in ready-to-drink (RTD) premixes, bar cocktails, and creative serves - helping brands reach a broader consumer base.

Summing Up

Flavoured vodka is a strategic growth lever in India’s evolving spirits market. From mass-market favourites like Magic Moments to ambitious local flavour experiments, the category is proving its relevance across segments. While regulatory and cost challenges remain, consumer interest in innovation, premiumisation, and taste diversity is driving flavoured vodka into the spotlight. For drinkers and brands alike, it's an exciting time - rooted in tradition, but with a thoroughly modern twist.