Mumbai, June 26th, 2026: Smoke Lab Vodka, India’s pioneering premium vodka crafted from basmati rice, will make its official UK debut as the Exclusive Vodka Partner of the Serpentine Summer Party 2026, marking a defining milestone in the brand’s international expansion and signaling the continued rise of contemporary Indian luxury on the global stage.
To be held on 23 June in London’s Kensington Gardens, the Serpentine Summer Party is widely regarded as one of the most influential events on the international cultural calendar. Hosted annually by the Serpentine, the invitation-only fundraiser supports the institution’s year-round programme of exhibitions, public commissions, educational initiatives and artistic experimentation. Over the years, it has evolved into one of London’s most anticipated cultural gatherings, attracting leading figures from the worlds of art, fashion, design, architecture, film, music, business and philanthropy.
This year’s edition will be co-hosted by acclaimed cultural icons Salma Hayek Pinault, Alfonso Cuarón and Alejandro González Iñárritu, bringing together an extraordinary international guest list of artists, actors, designers, architects, collectors, entrepreneurs and cultural tastemakers.
The 2026 edition is particularly significant as it coincides with the unveiling of the 25th Serpentine Pavilion, one of the world’s most prestigious architectural commissions. Designed by Mexico City-based LANZA Atelier, led by architects Isabel Abascal and Alessandro Arienzo, this year’s pavilion reimagines Britain’s historic serpentine brick walls through a contemporary architectural lens, creating a sculptural gathering space dedicated to dialogue, creativity and public engagement.
Among this year’s international guests will be Varun Jain Founder and CEO of Smoke Lab Vodka and Sanya Jain, Co-Founder, Smoke Lab Vodka and Creative Director, Smoke Lab Wear, second-generation entrepreneurs of NV Group, one of India’s largest integrated Alcobev companies with over three decades of industry expertise. Their participation reflects the growing global recognition of a new generation of Indian founders building culturally relevant premium brands with international appeal.
Founded in 2019, Smoke Lab was created with a vision to redefine perceptions of Indian spirits through world-class quality, elevated design and distinctive provenance. Crafted from premium basmati rice, the brand has become synonymous with a modern expression of India—one that celebrates heritage while embracing innovation, creativity and contemporary culture.
The Serpentine Summer Party also marks Smoke Lab’s official entry into the UK market, introducing the brand to one of the world’s most influential communities spanning art, fashion, design and entertainment. For Smoke Lab, the association represents more than a partnership; it is an opportunity to participate in a global cultural conversation where creativity, craftsmanship and entrepreneurship converge. The UK launch will be supported through select premium on-trade and retail partnerships across London.
As the Exclusive Vodka Partner, throughout the evening, Smoke Lab will be the only vodka represented across the event’s cocktail programme, introducing guests to a contemporary expression of Indian flavours through a curated signature cocktail called Spicy Raw Mango Sour, crafted exclusively with Smoke Lab Green Chilli Mango. Smoke Lab Classic and Smoke Lab Saffron will also be showcased throughout the evening, highlighting the brand’s distinctive portfolio and contemporary interpretation of India’s rich ingredient heritage.
Commenting on the partnership, Varun Jain, Founder and CEO, Smoke Lab Vodka, said:
“The Serpentine Summer Party sits at the intersection of culture, creativity and global influence, making it a natural fit for Smoke Lab. For us, this is far more than a partnership—it is an opportunity to showcase a contemporary Indian luxury brand on one of the world’s most respected cultural platforms. As we make our UK debut, we are proud to represent a new generation of Indian spirits that can confidently stand alongside the finest brands anywhere in the world.”
Sanya Jain, Co-Founder, Smoke Lab Vodka and Creative Director, Smoke Lab Wear, added:
“Today’s consumers are increasingly drawn to brands with authenticity, originality and a strong point of view. Smoke Lab was created to offer a fresh expression of India—one that is design-led, culturally relevant and globally resonant. Being part of the Serpentine Summer Party allows us to engage with an international community that values creativity, craftsmanship and discovery, while introducing Smoke Lab to the UK through one of the world’s most influential cultural gatherings.”
As Smoke Lab continues to expand across key international markets, its association with the Serpentine Summer Party marks a significant chapter in the brand’s journey—from the Himalayan foothills to one of the world’s most celebrated cultural stages. More than a milestone for the brand, it reflects the emergence of a new generation of Indian brands shaping global conversations across culture, design and contemporary lifestyle.
