India’s homegrown premium vodka brand Smoke Lab has unveiled its most ambitious creation yet — Liquid Gold, a limited-edition vodka infused with 24-carat edible gold flakes. Bold, elegant, and unapologetically luxurious, the launch marks a defining moment for Indian craftsmanship in the global ultra-premium spirits space.

“Liquid Gold was born out of a simple yet powerful idea — to take Indian vodka to the next level,” says Varun Jain, Founder and CEO of Smoke Lab Vodka. “For us, Liquid Gold represents purity, celebration, and sophistication coming together in one bottle.”

Liquid Gold is an ode to Indian luxury — blending technology, artistry, and heritage, the company claims. Crafted from 100% pure Basmati rice, the vodka is distilled five times and refined through a proprietary ‘Sparkle Filtration’ process that enhances depth, texture, and clarity, it says. The technique ensures the gold flakes remain beautifully suspended, giving the spirit its signature shimmer.

According to Jain, this process “blends technical mastery with aesthetic finesse, creating a spirit that’s as refined to taste as it is to behold.” The result is a vodka with a creamy texture, delicate aroma, and natural sweetness — designed to be enjoyed neat, on the rocks, or as part of an indulgent cocktail.

 “With Liquid Gold, we wanted to challenge the traditional idea of luxury and reinterpret it through an Indian lens,” adds Sanya V. Jain, co-founder of Smoke Lab. “Our goal wasn’t just to make a beautiful vodka, but to create an experience that feels both modern and meaningful.”

For the Delhi-born brand, it was only fitting to launch Liquid Gold in the capital, where Smoke Lab’s journey began. Following its Delhi debut, the brand has expanded to Goa and Rajasthan, with international rollouts planned in Dubai and across key U.S. markets, including New York, Florida, Texas, and California.

 Priced at around $100 (₹8,000 approx.), Liquid Gold sits firmly within the luxury segment. Each small batch is produced with precision and attention to detail — a deliberate choice to maintain exclusivity while meeting growing demand.

Gold-infused spirits have long symbolised indulgence and prestige globally, but Smoke Lab’s approach carries a distinctly Indian narrative. “Gold in India is not just a symbol of prosperity — it represents emotion, tradition, and timeless beauty,” notes Jain. “While globally, gold-infused spirits may signify extravagance, for us it’s about depth, meaning, and soulful celebration.”

Since its founding in 2020, Smoke Lab has steadily pushed boundaries in India’s premium spirits market with award-winning variants like Aniseed, Saffron, and Green Chilli Mango. Liquid Gold now crowns that portfolio — a statement of intent from a brand that wants to redefine what Indian luxury can look like.

 “Liquid Gold stands as a benchmark of Indian excellence in the ultra-premium vodka space,” Jain says. “It’s our way of showing that India doesn’t just participate in the global luxury conversation — it helps define it.”

With its golden shimmer and Basmati roots, Smoke Lab Liquid Gold offers more than a drink — it’s a celebration of modern Indian sophistication, where heritage meets innovation and every sip shines with a touch of gold.

The launch also comes at a time when India’s ultra-premium and luxury spirits market is riding a strong growth wave, driven by rising disposable incomes, evolving consumer tastes, and the premiumisation of drinking habits. Between FY 2019 and FY 2024, the premium and luxury spirits segment in India grew from about ₹11,316 crores to ₹26,494 crores, recording a CAGR of approximately 18.5%. It is projected to reach ₹44,612 crores by FY 2029, growing at roughly 11% CAGR over the next five years, according to Monika Alcobev Limited.

Meanwhile, India’s vodka market earned about $1,262 million in 2024 and is projected to reach $1,950 million by 2030 (≈7.8% CAGR), according to Grand View Research. A broader IMARC study pegs the total vodka market at $4.50 billion in 2024, expected to grow to $7.40 billion by 2033 (≈5.1% CAGR), driven by premiumisation, cocktail culture, and the rise of craft and flavour variants.

Major players are responding to this shift. Radico Khaitan, Pernod Ricard India, United Spirits (Diageo), Allied Blenders & Distillers, and Piccadily are expanding their premium and prestige portfolios through new launches and acquisitions. Radico is scaling up its luxury brands and targeting fast growth in vodka and single malt categories, while Pernod Ricard is pushing for double-digit growth in its international and premium brands.