"The Indian Consumers Wants Global Standards With A Local Soul"-Varun Jain CEO Smoke Lab Vodka

Smoke Lab Vodka has rapidly established itself as a luxury homegrown vodka brand, making waves in both the domestic and international markets. Unlike traditional liquor brands, Smoke Lab has taken a bold and experience-driven approach to branding, leveraging music festivals, cultural collaborations, and immersive brand activations.

We spoke to Varun Jain, Founder & CEO of Smoke Lab, about the brand’s marketing strategies, its deep connection with music and nightlife, and what it takes to build an Indian luxury brand that competes on a global scale.

Crafting a Premium Identity in a Crowded Market

With a market dominated by legacy vodka brands, differentiating Smoke Lab was no easy feat. Jain credits the brand’s storytelling, premium positioning, and focus on quality as key differentiators.

“The Indian consumer is evolving—they want products that match international standards but with a unique identity. Our branding is rooted in sophistication, sustainability, and a bold, modern aesthetic. Everything from our sleek bottle design to our digital-first marketing approach is crafted to stand out,” he shares.

The brand’s commitment to zero-carbon distillation and 100% locally sourced ingredients further reinforces its premium positioning, aligning with the rising trend of conscious consumerism.

Music & Nightlife: The Perfect Playground for Brand Activations

Music festivals and nightlife experiences have become key touchpoints for lifestyle brands, and Smoke Lab has seamlessly integrated itself into these spaces. According to Jain, it’s about more than just product placement—it’s about creating a vibe.Alcohol and anthems—marketing gold when done right.

“We don’t just sponsor events and festivals—we curate experiences. Whether it’s crafting signature cocktails inspired by music artists, setting up immersive tasting lounges, or collaborating with top DJs, our goal is to make Smoke Lab an essential part of the nightlife experience,” he explains.

From Sunburn to Supersonic, and exclusive club residencies, the brand has ensured that it is synonymous with premium nightlife and music culture.

Collaborations: The Future of Brand Partnerships

As more brands tap into music, art, and culture, partnerships with DJs, artists, and festivals have become increasingly important. Jain sees these collaborations as a natural extension of Smoke Lab’s identity.

“Consumers connect with culture, not just products. By working with artists who align with our brand’s energy, we create authentic experiences that resonate. Whether it’s curating soundtracks for events, collaborating on limited-edition merchandise, or hosting private music sessions, these partnerships go beyond visibility—they build emotional engagement,” he notes.

Beyond Advertising: Creating Immersive Brand Experiences

Traditional advertising is no longer enough to capture today’s experience-driven consumers. Smoke Lab’s marketing strategy focuses on creating tangible, memorable interactions that reinforce its luxury appeal.

“People don’t just want a drink; they want an experience that tells a story. That’s why we invest in pop-up events, themed parties, and multisensory brand activations that bring our brand to life in unexpected ways,” says Jain.

The brand has explored digital innovations, using AR filters, NFT collaborations, and interactive campaigns to engage consumers beyond physical events.

The Challenge & Opportunity of Building an Indian Luxury Brand

Positioning Smoke Lab as a global luxury brand while staying true to its Indian roots presents both challenges and opportunities. Jain acknowledges that while there is skepticism around homegrown luxury brands, there is also a growing pride in Indian craftsmanship.

“Breaking into international markets requires changing perceptions. We focus on quality, storytelling, and a distinct identity to ensure we stand alongside global players. The opportunity is huge—Indian luxury is on the rise, and we’re here to lead that movement,” he asserts.

Looking ahead, Jain envisions Smoke Lab expanding its global footprint, deepening its connection with music and culture, and continuing to push the boundaries of experiential branding.“We’re not just selling vodka; we’re shaping a lifestyle. Whether it’s through music, art, or immersive experiences, Smoke Lab is here to redefine how premium brands engage with consumers,” he concludes.

With a bold vision, a culture-first approach, and a relentless pursuit of excellence, Smoke Lab Vodka is well on its way to becoming India’s first truly global luxury spirit brand.