Smoke Lab Vodka is entering the UK market with London’s Serpentine Summer Party, positioning itself on a cultural stage rather than a conventional launch. Co-founder Sanya V Jain frames this as a statement of Indian luxury’s place in global conversations, blending spirits, design, fashion, and architecture to present a contemporary, design-led vision of India.
This month, Smoke Lab will be the exclusive vodka partner at the Serpentine Summer Party in London, the annual gathering hosted by the Serpentine Galleries that brings together celebrated names from the world of art, fashion, design, architecture, and philanthropy.
For co-founder Sanya V Jain, who also leads Smoke Lab Wear, a fashion brand, as creative director, the association marks more than an international launch. It is a statement that an Indian luxury brand can enter global conversations not only through product, but also through design, culture, and contemporary taste.
Ahead of the D-day, Sanya V Jain speaks to Robb Report India.
Excerpts:
SVJ: Every partnership we undertake is carefully considered to ensure it aligns with our values and long-term vision. The Serpentine Summer Party brings together art, fashion, design, and culture in a way that feels very authentic to Smoke Lab. Having seen the impact of platforms like IIFA in India, we felt Serpentine was the right cultural entry point for the UK. Given our shared passion for art and culture, this event is especially meaningful to us.
SVJ: It's a meaningful moment because it shows that Indian brands can participate in global cultural conversations as equals. For us, it's an opportunity to showcase a contemporary vision of India while positioning Smoke Lab beyond the traditional spirits category.
SVJ: We're proudly Indian, but we see Smoke Lab as a global lifestyle brand with an Indian point of view. India is our foundation, but we want people to connect with the brand through its craftsmanship, creativity, quality, and cultural relevance.
SVJ: Absolutely. Design and architecture have always influenced how we think about Smoke Lab. Our bottle itself was created as a design object rather than a conventional vodka bottle, so being part of an architecture-led cultural moment feels very aligned with our brand DNA. Luxury is as much about the environment and experience as it is about the product.
SVJ: A significant part of Smoke Lab has been built through design and culture. The liquid is incredibly important, but premium brands are built through emotional and aesthetic connections. From our bottle design to our collaborations and experiences, we've always approached the brand through a design-led lens. Varun [Smoke Lab co-founder] and I both have a deep appreciation for luxury, fashion, design, and collecting, which naturally influences the brand.
SVJ: I think they're all expressions of personal taste. The brands people choose to wear, the drinks they enjoy, and the places they spend time in often reflect their interests, values, and creative influences.
For us, Smoke Lab has never been just about vodka. It's about the wider culture around it—the conversations, the experiences, the design, the music, the people you meet, and the spaces you discover. Smoke Lab Wear was a natural extension of that thinking. It allows us to explore the brand through another creative medium and engage with our community beyond the bar.
At the end of the day, whether it's fashion, spirits, art, or hospitality, they're all part of the same cultural ecosystem. People aren't just buying products; they're connecting with ideas, experiences, and communities that resonate with them.”
SVJ: It was more about refinement than reinvention. We focused on positioning Smoke Lab as a culturally relevant brand rather than simply introducing an Indian vodka. We also took a highly curated approach to distribution and storytelling. Products like our Green Chilli Mango variant have been particularly well received because they offer something distinctive and unexpected.
SVJ: For us, the difference starts with the product itself. Smoke Lab is crafted from premium Indian Basmati rice, one of India's most celebrated agricultural products. Basmati brings a distinctive character and smoothness to the spirit, setting it apart from vodkas traditionally made from wheat, rye, or potatoes. It's a reflection of our belief that world-class ingredients can come from India and be presented on a global stage.
SVJ: We balance it by being authentic rather than performative. We’re incredibly proud of our Indian roots, but we don’t believe we need to rely on predictable symbols or stereotypes to communicate that. India today is dynamic, creative, design-conscious, and globally influential, and that’s the India we want to represent.
SVJ: Cultural credibility. We'd love to see Smoke Lab embraced by bartenders, discovered by creative communities, and become part of the right conversations in hospitality, fashion, art, and design. That would be just as meaningful as commercial success.