International Vodka Day: How the Russian spirit rose to fame & became the trendiest choice for Indians

International Day of Vodka, celebrated globally on October 4th, commemorates the Russian spirit that has made itself a favourite among all partygoers. Vodka is a staple on every cocktail menu across the world and this day serves the perfect opportunity for all vodka enthusiasts and connoisseurs to indulge in the crisp beverage. Since today is Friday, there'll be no better day for you to party your heart out as you leave the stress of work behind. But do you actually know the history of vodka in India and what led to its massive growth in popularity? Scroll down to find out!

International Day of Vodka: How the Russian spirit became India's favourite

History of vodka in India

Introduction of vodka in India

You'll be surprised to find out that before the 1990s, vodka was relatively unknown in India and drinkers indulged in traditional alcoholic beverages which were predominantly beer and whiskey. Some local spirits like feni and arrack also enjoyed their place in the market. However, since the '90s turned out to be India's liberalization era and globalisation started to take shape in the early '90s more and more Western spirits found their way to the Indian market.

This period of economic growth saw an influx of international alcohol brands, and since the middle class was fascinated by Western lifestyle experiences, brands like?Smirnoff and Absolute Vodka entered the Indian market.

Growth in the popularity of vodka

While both brands were first marketed as premium experiences, when the '90s made way for the 2000s Indian drinking habits changed significantly! From habitual drinkers to social or occasional ones becoming more acceptable, the younger generation started to explore various spirits, including vodka.

This was the time several local brands emerged like?Magic Moments and White Owl Vodka. These brands were targeted towards the young's demand for affordable and accessible vodka. As we started experimenting with the famous Russian spirit, flavoured vodkas were introduced to appeal to a wide range of audiences.

The 2000s was also the time when India's nightlife boomed! With clubs and bars popping up in urban areas and metro cities, vodka became the ideal choice for mixologists to create signature cocktails in their menus.

Pop culture influences of vodka

Before Yo Yo Honey Singh came up with his chart-topping number Char Botal Vodka?and made vodka a household name, it was Hrithik Roshan's 2004 ad for M2 Magic Moments Vodka that drew the drink into the spotlight of Indian media. Since Roshan acted as a catalyst for vodka's fame in the limelight more and more Bollywood movies and songs started depicting vodka. Most recently actors Jacqueline Fernandez and Kartik Aaryan were appointed as brand ambassadors for the brand Magic Moments.

Expansion of vodka in the Indian market

By the 2010s, vodka was established in the Indian market, with new brands and flavourings emerging to cater to a large audience. Since it is often marketed as a 'lighter' option compared to whiskey or rum, it is also favoured by health-conscious people.

While vodka's foray into the limelight of the Indian market was because of Bollywood and media, its continued growth can be credited to social media. Bartenders keep experimenting with new flavours and ingredients, building on the classics, which further increases vodka's appeal and drinkers' interest in the spirit.

Also Read:?From Nick Jonas' tequila to Sanjay Dutt's whisky: Top 8 celeb-owned alcohol brands you need to try

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