First Press Vol. 25 No. 06


Mike Ginley appointed President of NV Group USA


— NV Group’s Vision is to Become India’s First Global Spirits Company –

Fairfield, CT (June 11, 2021) – NV Group, one of India’s largest and most successful distillers and brewers, announces the establishment of NV Group USA and the appointment of Mike Ginley as President of the new venture. Ginley is a widely recognized beverage industry executive with a track record of success building premium spirits brands in large multi-national organizations and entrepreneurial companies. Under Ginley’s leadership, NV Group USA’s mission is to build the company’s portfolio of premium beverage brands in the U.S., starting with the 2021 launch of SMOKE LAB VODKA.   

NV Group USA is building a 24-person full-time sales team to manage key accounts and support a network of national distributor partners. In addition, NV Group India is investing $10M in annual U.S. marketing support to drive trade push and consumer pull through advertising, POS visibility, consumer sampling, PR, and social media.  

Mike Ginley commented, “I feel exceptionally proud and very privileged to be working with the amazing group of people at NV Group India to help guide the global expansion of the NV portfolio both in the U.S. and around the world. The recent launch of SMOKE LAB VODKA – Classic and Aniseed Flavored – in the U.S. has exceeded all expectations. We are currently putting plans to debut a new SMOKE LAB VODKA flavor and a premium gin at the end of this year.  The initial trade and consumer response to our brands has given us tremendous confidence that we will be successful building the NV presence in the all-important U.S. market.” 

The establishment of NV Group USA and the U.S. launch of SMOKE LAB VODKA marks an exciting evolution in the Group’s global spirits mission that will set the stage for the rollout of a full portfolio of premium spirits brands produced in India at the company’s 10 distilleries and breweries.  Company CEO Varun Jain commented, “We now have an experienced and motivated leader in place in the U.S. who is building a dedicated team of the best men and women to help us craft and achieve our U.S. expansion mission. We are confident that Mike and his team will deliver exceptional results and a bright future for our brands.”

India’s NV Group’s vision is to become the world’s first global premium spirits company from India and lead the way in showcasing India’s finest quality ingredients and skilled craftsmanship on the world stage.


SMOKE LAB, established in 2020 by Varun Jain and headquartered in New Delhi, India, is where the eccentric and innovative minds come together to create the premium experience of SMOKE. SMOKE LAB includes  products of the SMOKE brand, namely the SMOKE Vodka, SMOKE Wear, SMOKE Water and SMOKE Sanitizer. SMOKE LAB is owned by the NV Group. 

About NV Group

Established in 1994, NV Group has grown to become one of the largest grain spirits distillers in India with an impressive range of brands in its portfolio. NV connotes world class quality. NV Group is a force to be reckoned with, presenting the finest blends in several categories including vodka, gin, rum, whiskey and RTD products.  

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