For a long time, vodka had a simple reputation. It was the clean, neutral spirit behind the bar, poured into a mixed drink or taken straight and ice-cold. In India, one of the biggest and fastest-changing liquor markets in the world, that reputation is shifting. Drinkers there want more than a neutral base. They want flavor, variety and a drink that feels like an experience instead of just a pour.
Modi Illva, a premium spirits company, has responded by expanding its Artic Vodka line. The company has added three new flavors, Minty Jamun Blast, Berry Blast and Green Apple Blast, and it has redesigned the whole brand with packaging inspired by some of Italy's best-known destinations.
The launch was announced in New Delhi on September 23, 2026. It says a lot about where the Indian spirits business is going, and about how companies are competing for customers who have become more curious and more demanding.
Three New Bottles on the Shelf
The new Artic Vodka flavors are available now in three markets: Goa, Delhi and Uttar Pradesh. The company says Haryana, Chandigarh and other markets will follow shortly.
The market choice is no accident. Goa is known for its beaches, tourism and nightlife. Delhi is the capital and one of the country's largest consumer markets. Uttar Pradesh is India's most populous state. Starting in these three places gives the company a mix of vacation drinkers, city buyers and a very large regional population, which is a solid test before a wider rollout.
Minty Jamun Blast
Image credit: Modi Illva
Of the three new flavors, Minty Jamun Blast is the most distinctly Indian. Jamun is a dark purple fruit that is common in India and familiar to many local buyers, even though most American drinkers have probably never tried it. Mixing it with mint gives the bottle a local identity that global flavors can't match. It also fits the company's stated goal of blending global trends with flavors that matter to Indian consumers.
Berry Blast
Image credit: Modi Illva
Berry Blast is the more familiar choice. Berry vodkas are a staple around the world, and this one gives buyers an easy entry into the flavored lineup.
Green Apple Blast
Image credit: Modi Illva
Green Apple Blast rounds out the trio. Green apple is another flavor that drinkers in many countries already know. It gives the portfolio a crisp, tart option next to the berry and jamun bottles.
Together, the three flavors cover both ground buyers already know and something with a local twist. The company describes the lineup as built around changing consumer preferences.
A Market That Wants to Experiment
The bigger story behind the launch is how Indian drinkers are changing. According to the company, flavored vodka remains one of the fastest-growing segments in India's premium spirits category. Consumers there are increasingly open to trying new things and more willing to trade up to higher-end products. The industry calls that second trend "premiumisation."
Put simply, people are drinking better and drinking differently. Instead of sticking with one reliable label, many are sampling, comparing and choosing drinks that fit a specific occasion. The industry calls these "experience-led drinking occasions." The drink is part of the moment, whether that's a night out, a gathering with friends or a vacation evening in Goa.
Flavored spirits have become one of the main ways Indian consumers discover and try premium products. A new flavor gives someone a reason to pick up a bottle they might otherwise walk past. For a brand, that first purchase can be the start of a lasting relationship.
What the Managing Director Had to Say
Abhishek Modi, Managing Director of Modi Illva India Pvt. Ltd., described the launch in the context of a fast-moving market.
"The premium spirits landscape in India is evolving rapidly, and flavour innovation is emerging as one of the defining trends shaping consumer preferences. Today's consumers are looking beyond conventional offerings and are increasingly seeking greater variety, experimentation and more personalised drinking experiences. This shift is encouraging the industry to rethink product innovation while continuing to uphold the highest standards of quality and authenticity. With Artic Vodka, our focus is to stay ahead of these evolving preferences by building a portfolio that combines global trends with locally relevant innovation."
His comments point to a balancing act. Companies have to keep bringing out new products to hold the attention of customers who like variety, but they can't cut corners on quality to do it. Modi's phrase "global trends with locally relevant innovation" sums up the plan: take what works in the wider world and shape it for Indian tastes.
Italy on the Label
The new flavors come with a full packaging redesign. Each bottle now draws on a famous Italian destination: Venice, Lake Como and Tuscany.
Each flavor gets its own illustrations and bright color palette, so the three bottles are easy to tell apart. The vodka is also sold in canisters designed to match the new look. The company says the goal is to pair a premium appearance with what it calls "immersive storytelling." In other words, the package should give buyers a sense of place and mood before the bottle is even opened.
There is solid business logic behind this. In a crowded liquor store, the bottle is often the first and only chance a brand gets to catch someone's eye. The company says the redesign strengthens Artic Vodka's modern identity, improves its presence on the shelf and turns the lineup into a cohesive portfolio. When the bottles share a design language while still looking distinct, shoppers can spot the brand quickly and then choose the flavor they want.
The Italian theme also connects to the company itself, as the ownership structure shows.
Who Is Behind Modi Illva
Modi Illva India is a 50:50 joint venture between the Modi Group and Disaronno, the Italian company. The partnership puts local market knowledge alongside a global history in distilling and brand building. The Venice, Lake Como and Tuscany packaging reflects that Italian side of the business.
The company describes itself as a leading premium spirits maker focused on quality, innovation and premiumisation. Its stated aim is to help shape the future of India's alcoholic beverage industry and to build world-class Indian spirits.
A Portfolio Rooted in Whisky
Vodka is only one part of the business. Modi Illva built a strong position in premium whisky through the House of Rockford, whose flagship brands are Rockford Reserve and Rockford Classic.
The company has also added:
- Singhasan, which it describes as India's first 100% Indian premium blended whisky
- Rockford Imperial Reserve Blended Whisky
- Artic Vodka, now expanded with the three new flavors
Whisky has long been the dominant spirit in India, so a strong whisky base gives the company a steady foundation. Expanding into flavored vodka lets it reach drinkers who want something different, especially younger and more adventurous buyers who are driving the demand for flavor.
Why This Launch Matters
On the surface, this is one company adding three flavors and new bottles. Taken together, though, it shows how the premium spirits business in India is changing.
First, flavor has become a real selling point. The company treats flavor innovation as a main driver of premium vodka sales, not a side project.
Second, looks matter. The packaging redesign shows that brands see visual identity as a key part of competing, alongside what's in the bottle.
Third, local taste counts. Minty Jamun Blast shows that the most successful products may be the ones that mix international appeal with flavors people grew up with.
Fourth, the rollout is measured. Starting in Goa, Delhi and Uttar Pradesh before moving to Haryana, Chandigarh and beyond lets the company learn from early markets before expanding.
For anyone watching global consumer trends, this pattern will look familiar. Buyers everywhere are moving away from one-size-fits-all products and toward choices that feel more personal. India's drinkers are following the same path and adding their own local flavor.
The Road Ahead
Modi Illva says it plans to keep growing its premium portfolio while delivering what it calls authentic, high-quality experiences for discerning consumers across India. The new Artic Vodka flavors and redesigned packaging are the company's latest bet that Indian drinkers want variety, style and a sense of occasion in every bottle.
The next test is whether those drinkers in Haryana, Chandigarh and the other upcoming markets respond the way the company expects. If flavored vodka keeps growing as fast as the company says it is, Artic Vodka's new lineup is well placed to benefit.
