Indias NV Group prepares to launch Belvederes Sobieski vodka

India's NV Group prepares to launch Belvedere's Sobieski vodka

A subsidiary of India's NV Group, NV Distilleries & Breweries, is to launch Belvedere's Sobieski vodka in India in April 2011, the company has confirmed to just-drinks.

The Polish vodka will be distilled under licence at Ambala, Haryana, one of NV Group's five distilleries, the group told just-drinks yesterday (21 December).

NV Group's chairman, Ashok Jain, said: “We want to offer a global vodka brand, one of the world’s top ten, at an affordable price to the Indian consumer.” India’s vodka market is around 7m cases per year, growing at 18%-20% annually.

Western India (including Mumbai) and other major cities (such as New Delhi and Chennai) have most demand for vodka in India. “Consumption is increasing in tier one and two cities,” said NV's marketing manager, Gaurav Prakash.

NV hopes Sobieski will capture approximately 25% of the country’s premium vodka market. NV also works with Pernod Ricard, Bacardi Martini and Radico Khaitan in India.