V21 EXPANDS FOOTPRINT WITH NEW FLAVOURS

V21, India’s first premium vodka in certified rPET, has expanded into Rajasthan, Assam and Kerala, now available in five states. With new Jamun, Cranberry and Lemon flavours joining its portfolio, the brand is targeting younger, flavour-seeking consumers in tier-2 and tier-3 cities, aligning with India’s fast-growing vodka market.  

V21, India’s first premium vodka bottled in 100% certified rPET, has widened its reach to five states with its latest expansion into Rajasthan, Assam and Kerala. Alongside this rollout, the brand has introduced three new flavours—Jamun, Cranberry and Lemon—joining its existing line-up of Original, Green Apple and Orange.  

The expansion comes at a time when India’s vodka market is showing remarkable resilience. According to IWSR’s H1 2025 data, vodka sales in India grew by 10%, while ready-to-drink (RTD) beverages rose by 11%, even as most global alcohol markets experienced decline. With 15–20 million new legal-drinking-age consumers entering the Indian market annually, particularly in tier-2 and tier-3 cities, the opportunity beyond metropolitan centres is becoming increasingly significant.  

V21 has been designed with this consumer in mind: flavour-forward, accessibly priced and packaged in sustainable rPET bottles that stand out in a crowded market. The brand’s latest expansion brings its presence to Jaipur, Jodhpur and Udaipur in Rajasthan; Guwahati, Dibrugarh, Tinsukia and Jorhat in Assam; and Kochi in Kerala. This strategic move positions V21 to capture demand in emerging urban centres where younger consumers are driving growth in premium and flavoured spirits.  

The introduction of Jamun, Cranberry and Lemon flavours reflects V21’s commitment to innovation and its understanding of evolving consumer tastes. Jamun, with its tart, distinctly Indian profile, is expected to resonate strongly with local palates, while Cranberry and Lemon add international appeal to the portfolio. Together, the six-flavour range offers versatility for shots, cocktails and highballs, appealing to both traditional vodka drinkers and those seeking adventurous, flavour-led experiences.  

By combining sustainability, accessibility and flavour diversity, V21 is carving out a distinctive identity in India’s fast-growing spirits market. Its expansion into five states underscores the brand’s ambition to scale rapidly while staying true to its ethos of doing things differently. With the Indian vodka category on an upward trajectory and consumer demographics shifting towards younger, experimental drinkers, V21’s timing appears well-calibrated to capture momentum in both established and emerging markets.  

Five markets. Six flavours. One bottle redefining the rules of premium vodka in India.