Great Galleon Ventures Limited (GGVL), the Madhya Pradesh-based spirits company founded in the 1980s, is expanding its vodka brand, V21, into three new states — Rajasthan, Assam and Kerala — alongside the launch of three new flavours: Jamun, Cranberry and Lemon.

With this expansion, V21 will now be available across five markets in India — Madhya Pradesh, Delhi, Rajasthan, Assam and Kerala — with a portfolio of six flavours: Original, Green Apple, Orange, Jamun, Cranberry and Lemon.

The expansion comes at a time when India’s vodka category is gaining momentum. According to IWSR, vodka is among the spirits segments witnessing double-digit growth in India, even as whisky continues to dominate the market. The trend reflects a meaningful diversification in Indian drinking preferences, with flavoured variants driving much of the category’s momentum. A growing cocktail culture and a younger consumer base are contributing to demand for spirits that are versatile, approachable and easy to personalise.

Where the Next Wave of Growth Is Coming From

The next chapter of growth in India’s spirits industry is increasingly emerging beyond the country’s major metros. According to IWSR data, India’s total beverage alcohol volume grew by 7% in H1 2025, the fastest growth rate among 20 major global markets for the third consecutive half-year period. A significant share of this momentum is coming from smaller cities and emerging markets.

IWSR estimates that 15–20 million new legal-drinking-age consumers enter the Indian market every year, many of them in Tier-2 and Tier-3 cities. As organised retail and distribution networks continue to expand across these markets, flavoured spirits are emerging as a natural entry point for new consumers — offering accessible, social and versatile options suited to a variety of occasions.

Against this backdrop, V21’s expansion into Rajasthan, Assam and Kerala, together with its new Jamun, Cranberry and Lemon variants, marks the brand’s next step in building a broader national presence and tapping into India’s evolving preference for flavoured and contemporary spirits.