As Indian consumers increasingly gravitate towards premium, flavour-led spirits, Modi Illva has expanded its Artic Vodka portfolio with three new variants, Minty Jamun Blast, Berry Blast, and Green Apple Blast, alongside a refreshed brand identity. The new variants have been launched in Goa, Delhi and Uttar Pradesh, with launches in Haryana, Chandigarh and other markets to follow shortly. The launch reflects the company’s focus on flavour innovation as a key driver of premium vodka consumption, in line with evolving consumer preferences for flavour and experience-led drinking occasions. Flavoured vodka continues to be among the fastest-growing segments within the premium spirits category, with Indian consumers increasingly embracing experimentation and premiumisation.
The portfolio expansion offers consumers a wider choice of flavour experiences while reinforcing Artic Vodka’s contemporary positioning in the premium vodka segment. Complementing the new variants is a refreshed packaging design inspired by iconic Italian destinations, giving each flavour a distinct visual identity while strengthening the brand’s contemporary identity and enhancing its shelf presence. The redesigned packaging creates a cohesive portfolio that reflects Artic Vodka’s premium offering while elevating its on-shelf appeal.
Commenting on the launch, Abhishek Modi, Managing Director, Modi Illva India Pvt. Ltd., said:“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.”
Inspired by Venice, Lake Como and Tuscany, the refreshed packaging blends premium aesthetics with immersive storytelling through distinctive illustrations and vibrant colour palettes for each variant, presented in thoughtfully designed canisters that complement the new visual identity. The redesign strengthens the brand’s aspirational positioning while offering consumers a visually engaging and contemporary brand experience.
