ARTIC VODKA’S FLAVOURFUL NEW CHAPTER

Modi Illva has unveiled three new Artic Vodka variants—Minty Jamun Blast, Berry Blast and Green Apple Blast—launched in Goa, Delhi and Uttar Pradesh. With Italian-inspired packaging and a focus on flavour innovation, the expansion reflects India’s growing appetite for premium, experience-led spirits and reinforces Artic Vodka’s contemporary positioning.

India’s spirits market is undergoing a transformation, with consumers increasingly gravitating towards premium, flavour-led experiences. In response, Modi Illva has expanded its Artic Vodka portfolio, introducing three vibrant new variants—Minty Jamun Blast, Berry Blast and Green Apple Blast. The launches in Goa, Delhi and Uttar Pradesh mark the beginning of a wider rollout across Haryana, Chandigarh and other markets, signalling the brand’s intent to capture the imagination of a new generation of drinkers.  

Flavoured vodka has emerged as one of the fastest-growing segments within the premium spirits category, driven by consumers who are eager to experiment and personalise their drinking occasions. Artic Vodka’s expansion taps into this trend, offering a broader palette of flavours that reflect both global influences and local preferences. The new variants are designed to elevate the brand’s contemporary appeal, ensuring it resonates with audiences who value innovation as much as authenticity.  

Abhishek Modi, Managing Director of Modi Illva India Pvt. Ltd., underscored the importance of flavour innovation in shaping the future of premium spirits. “The premium spirits landscape in India is evolving rapidly, and flavour innovation is emerging as one of the defining trends. Today’s consumers are looking beyond conventional offerings and are increasingly seeking greater variety, experimentation and more personalised drinking experiences. 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,” he said.  

Complementing the new flavours is a refreshed brand identity inspired by Italy’s most iconic destinations—Venice, Lake Como and Tuscany. The redesigned packaging blends premium aesthetics with immersive storytelling, using distinctive illustrations and bold colour palettes to give each variant a unique personality. Presented in sleek canisters, the packaging enhances shelf presence while reinforcing Artic Vodka’s aspirational positioning.  

The Italian-inspired design creates a cohesive portfolio that reflects the brand’s premium ethos, offering consumers not just a drink but a visually engaging experience. By marrying flavour innovation with striking design, Modi Illva is strengthening Artic Vodka’s place in India’s premium spirits landscape, appealing to consumers who seek sophistication alongside indulgence.  

Industry watchers note that the move reflects broader shifts in India’s drinking culture, where premiumisation and lifestyle-led branding are becoming key differentiators. With its Blast series, Artic Vodka is not only expanding its flavour repertoire but also embedding its identity within a narrative of elegance and discovery. The Italian design cues provide a global touch, while the flavours themselves speak to India’s appetite for experimentation.  

As Minty Jamun Blast, Berry Blast and Green Apple Blast begin to make their way into bars and homes, Artic Vodka is inviting consumers to savour a richer spectrum of taste and experience. The expansion signals a new chapter for the brand, one that blends international sophistication with local relevance, ensuring Artic Vodka remains at the forefront of India’s premium spirits revolution.