In a world where it often feels like we have to choose between being responsible and stylish, or sustainable and fashionable, one brand is managing to be all of those things. This is Smoke Lab, the brainchild of Varun Jain, who was born into the legacy of NV Group.
The success of Smoke Lab Vodka would have been enough for one to be sated. But with sustainability as its core value, there was a lot more work that the brand needed done. Here’s how Smoke Lab nails being responsible, stylish, and sustainable all at the same time.
Smoke Lab Vodka
The Genesis
Rome wasn’t built in a day, and neither was Smoke Lab Vodka. The process was a decade-long one. The flavors and the distillation process had to be spot-on, not to mention titillating the Indian palate. What came out of this trial and error in 2019 (which included Varun Jain’s friends and family as test subjects!) is a revolution in the premium spirit market!
We’re sure ‘Russia’ and ‘potato’ crossed your mind the moment you saw ‘vodka’ (We’ll admit we did too!). What sets Smoke Lab Vodka apart from the other vodkas is that it’s made from the finest locally sourced Basmati rice and pure water from the Himalayan springs. The spirit is distilled five times with a state-of-the-art charcoal filtration system that’s a zero-carbon footprint too. The result? A vodka that’s vegan, gluten-free, and Kosher-certified to boot!
There are two variants of Smoke Lab Vodka:
Smoke Classic: An ultra-pure spirit that’s intense and smooth at the same time. Goes well chilled or in your cocktail.
Smoke Aniseed: Infused with aniseed and with notes of fennel and licorice that make for fun cocktails.
An Instant Sensation – Locally And Internationally
While Smoke Lab Vodka was launched in Delhi in 2019, it soon expanded to Gurugram, Goa, and Mumbai. A complete hit, too – with over 410,000 bottles sold as of June 2022.
The popularity of Smoke Lab Vodka simply wasn’t contained in India. Just a year later, the vodka was introduced in the US with over 10,000 cases sold in that year. The first-ever premium Indian vodka that’s imported by the US, Smoke Lab Vodka has won accolades at the Spirits Business Asia 2021, World Spirits Design Competition, 2021 Bartenders Spirits Awards, and more.
While Smoke Lab Vodka has created waves in the US, Smoke Aniseed in particular has been wildly popular. Currently available in over 10 US states and Washington, DC, Smoke Lab Vodka will be available in seven more states soon!
Readers from Canada and UAE: if you’re yearning to have a taste of Smoke Lab Vodka, you’ll be able to do so within the next couple of months!
Smoke Water
Single-use plastic water bottles are synonymous with packaged drinking water. Sure, it may be convenient, but at what cost? With Smoke Water, you get to stay hydrated while being eco-conscious at the same time!
Sourced right from the foothills of the Himalayas, the water is packaged in aluminum cans that can be reused over and over again. Smoke Water aims at reducing the usage of plastic containers and achieving wide-scale distribution at places like airports and hotels.
When it comes to the bar scene, Smoke Water is the premium water that can complement your luxury spirits. The aluminum cans also cold a lot faster. What’s not to love here?
Smoke Water is available in both 500 ml and 250 ml cans.
500 ml (MRP: INR 60)
Available in
Foodhall
Modern Bazaar
Kuber Shoppe
250 ml (MRP: INR 45)
Available in
Kuber Shoppe
Modern Bazaar
Nature’s Basket
(Also expanding to new places)
Smoke Wear
Smoke Lab isn’t just about having a good time; it’s also about setting a style statement while having a good time. Sanya V Jain found that fashion itself needed a makeover. Combining the ideals of gender fluidity and sustainability, she initiated Smoke Wear in 2020 – a hyper-modern monochrome fashion line that combines contemporary luxury while being eco-conscious.
Speaking of gender fluidity, the Smoke Wear range only has collections that are gender-neutral. It embodies the values of freedom, diversity with a hint of edginess, and is designed for those who refuse to conform. Smoke Wear focuses on living responsibly too, which is why the second collection of Smoke Wear was made purely from upcycled fabric. Staying committed to this value, Smoke Wear has also collaborated with design houses like Khanijo and Lovebirds.
You can check out the Smoke Wear apparel here!
Summing Up
Rounding up our list of things that Smoke Lab is responsible for, we have the innovative and sustainable products that they’ve come up with. Be it their vodka, water, or apparel – everything has been designed with a cause in mind. So the next time you’re out looking for a good time, remember to include Smoke Lab in your plans! They’ll make sure that you have a great time, responsibly.
Follow Smoke Lab on Instagram here!
