Established in the 1994 by our founder Ashok Jain, NV Group Distilleries in now one of the largest grain distilleries in the country offering varying types of alcohol in its portfolio.
Rohit Tiwari was recently appointed Senior Advisor to the Chairman of NV Group, one of India’s largest grain spirit distillers. He is also the Executive Chairman of Morris Street Advisors USA, and brings over three decades of experience in strategic leadership, global capital markets, and innovation-driven brand building.
As NV Group embarks on its next phase of growth and international expansion, he is helping to drive the company’s transformation into a global spirits powerhouse, taking premium Indian brands like Smoke Lab Vodka, Mohulo Sipping Gin, and Blu Moon Dry Gin to mature international markets.
Medianews4u.com caught up Rohit Tiwari, Senior Advisor to the Chairman, NV Group
Q. The aim is to transform into a global spirits powerhouse. What is the gameplan to get there through disruption and what will be the big challenge?
Our strategic roadmap is centered around portfolio diversification, operational scalability, and premiumisation. Disruption for us comes from building globally competitive Indian-origin brands that are innovation-led but rooted in authenticity.
The primary challenge will be navigating regulatory complexity and establishing brand trust in mature markets while managing cost structures in India.
Q. Could you talk about the expansion goals into the EU, UK, the US and more cities in India? Are gin and vodka much more popular abroad compared to India?
Internationally, we’re focusing on route-to-market efficiencies via partnerships and distributor alliances in the US, UK, and EU. These are high-value, brand-conscious markets where vodka and gin already have deep penetration.
In India, our focus is two-fold: expanding presence in Tier One and Tier Two urban clusters, and growing share in premium on-trade accounts. Vodka and gin are clearly more mature categories globally, but domestic consumption is growing in double digits YoY.
Q. Could you talk about trends being seen when it comes to the rise of premium Indian spirits on the global stage? Are consumers in other countries less price conscious compared to India?
There’s a tangible shift toward origin-led, differentiated spirits globally. Consumers are open to premium Indian products that combine quality with a unique narrative. While global consumers may have higher price tolerance, they’re still value-focussed.
They expect a strong product-market fit, quality assurance, and design sophistication. India’s price sensitivity is higher due to tax structures and a value-oriented retail environment, but premiumisation is still underway.
Q. What are the factors that need to be kept in mind to build culturally relevant, design-forward liquor brands in today’s competitive market?
You need to think beyond liquid and bottle. Brands today must be built with design strategy, cultural relevance, and strong channel positioning.
The packaging has to drive on-shelf conversion, digital assets need to be thumb-stopping, and the narrative must be exportable. Consumer segmentation and occasion-based consumption also influence design and messaging decisions.
Q. Is Gen Z growing in importance as a TG both in India and globally?
Yes. Gen Z is shaping the future of consumption. Their impact on category trends, especially in terms of low-alcohol, clean-label, and design-first products, is already visible.
They also respond better to brand purpose and storytelling than traditional advertising. For a group like NV, Gen Z is not only a demographic but a strategic lens through which we shape innovation and engagement.
Q. From a marketing perspective what are the priorities and focus areas for NV Group? Is the promotion of responsible alcohol consumption important?
Our marketing focus is clear: build aspirational premium brands through omnichannel storytelling.
Digital channels are key, especially in markets like India where ATL is restricted. Promoting responsible consumption is not just ethical—it’s good brand strategy. Consumers trust brands that demonstrate accountability and long-term thinking.
Q. Is marketing an alcohol brand in India much more difficult compared to overseas as you cannot do traditional marketing?
Yes, traditional ATL advertising is restricted in India, which naturally creates challenges.
But it has also pushed us to become far more strategic and digitally agile. We focus on digital platforms, influencer partnerships, branded content, and experiential marketing to build brand equity in a compliant way.
Our emphasis is on reaching the right audience through targeted, culturally relevant touchpoints—whether that’s through collaborations with top bars and restaurants, events, or lifestyle communities. Instead of relying on mass visibility, we’re building deeper consumer engagement through value-driven storytelling and curated brand experiences. It’s a shift from volume to precision and relevance.
Q. What marketing activities and innovations can we expect to see from NV Group both in India and abroad? How important will experiential marketing be?
Our core marketing focus is on digital-first strategies, both in India and internationally. We’re investing in high-quality content, collaborations, to drive targeted visibility and engagement. Experiential marketing will continue to play an important role—especially in premium segments—but the real differentiator is audience precision.
Whether it’s through curated events, tasting sessions, or digital activations, our priority is to ensure we’re speaking to the right consumer in the right environment. In India, this means navigating restrictions with creativity and intent. Globally, it’s about scaling presence while staying culturally relevant. Across both, the goal is to build aspirational, premium brand equity through meaningful interactions, not just broad reach.
Q. Is the NV Group looking at partnering with IPL franchises for their hospitality lounges? Is an on-ground presence in the IPL effective from a brand building perspective?
We’re always evaluating strategic partnerships that align with our brand values, audience profile, and long-term positioning goals. Platforms like the IPL offer tremendous scale and access to a premium, engaged audience—but for us, it’s not just about visibility. It’s about finding the right fit where the brand can be experienced in a meaningful way.
We believe in being present where our consumers are—but more importantly, in contexts that allow us to control the brand experience and deliver impact. Whether it’s sports, music, or lifestyle, our approach remains focused on selective, high-value engagement, not just mass exposure.
Q. Are sports and music concerts going to be key marketing platforms? Given that other liquor brands also use these platforms how will NV Group ensure that its brands standout?
They’re essential platforms, but brand differentiation will come from curation and contextual relevance.
We’re investing in smaller, high-value collaborations, leveraging tech for immersive experiences, and focusing on category education and storytelling. It’s not about bigger—it’s about better brand-fit and deeper engagement.
Q. What role does hyper personalisation play in the alcohol category?
Hyper-personalisation is increasingly important as consumers expect brands to understand their preferences and speak directly to their tastes and lifestyles. In the alcohol category, it’s less about one-size-fits-all and more about relevance, context, and connection.
Whether it’s through targeted digital content, tailored brand experiences, or region-specific innovations, personalisation helps drive stronger brand affinity and loyalty. It allows us to create more meaningful engagement—not just awareness. As the category evolves, especially among younger and more discerning consumers, personalisation will continue to play a vital role in shaping perception and purchase intent.
Q. Smoke Lab roped in Actimedia PR & digital as communications partner this year. What was the mandate given?
The mandate was two-fold: to strengthen Smoke Lab’s positioning as a premium, design-led, and culturally relevant vodka brand in India, and to support NV Group’s overall brand narrative as one of India’s most forward-thinking and innovation-driven spirits companies.
Q. Could you talk about NV Group’s strategy when it comes to B2B marketing to strengthen relationships with restobars, retail outlets? Are tasting sessions and seminars important?
Absolutely. Our B2B strategy focusses on relationship depth, brand education, and margin growth. Tastings and seminars are critical—they drive advocacy at the point of sale.
We also use data to understand what SKUs are moving, what the staff prefers to serve, and where the upselling opportunities lie. It’s about creating brand pull through trust and value.
