Madhya Pradesh-based spirits company Great Galleon Ventures Limited (GGVL) is also expanding its presence across the country with its homegrown vodka brand V21, adding three new flavors to its portfolio. The recently launched three new flavors are Lemon, Cranberry, and Jamun, to the existing flavor portfolio. V21, known for its crisp, smooth profile, is also expanding its presence in the country by launching in three new states.
With the new launch, V21 is now available in six flavors: Jamun, Cranberry, Lemon, Green Apple, Original, and Orange. It will be available across Indian markets: Madhya Pradesh, Rajasthan, Delhi, Kerala, and Assam. The availability of the brand now spans cities like Indore, Jabalpur, Ratlam, Dibrugarh, Jorhat, Jaipur, Udaipur, Bhopal, Gwalior, Guwahati, Tinsukia, Kochi, Jodhpur, and Delhi.
The expansion comes at the right time as the vodka category in India is gaining momentum. According to the International Wine and Spirits Record (IWSR), among the spirits segments, vodka is witnessing double-digit growth in India, though whisky continues to dominate the market.
This trend shows a meaningful shift in Indian drinking preferences, with flavored variants being one of the biggest reasons behind this change. The younger consumer base with a growing cocktail culture is leading to consumers demanding spirits that are approachable, versatile, flavorful, and at the same time easy to personalize.
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Another update on the growth in India’s spirits industry includes the observation that the growth is going beyond the major metros. As per IWS, the total beverage alcohol volume of India has grown by 7 percent in H1 2025. For the third consecutive half-year period, this is the fastest growth rate among 20 major global markets. It shows that an important share of this growth is coming from smaller cities and emerging markets.
According to the estimates by IWSR, every year, 15 to 20 million new legal-drinking-age consumers enter the market every year. Most of these consumers hail from Tier2 and Tier3 cities. As organised retail and distribution networks are expanding across these markets, flavored spirits are slowly becoming the exact entry point for new consumers because of their versatility that suits various occasions.
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V21’s expansion in both flavors (Jamun, Cranberry and Lemon) as well as into states (Rajasthan, Assam and Kerala) shows how the brand is tapping into consumers’ preference for flavors in vodka and also building a better national presence.
