NV Group, one of India’s largest and most successful distillers and brewers, announced 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 as well as 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 $10 million in annual U.S. marketing support to drive trade push and consumer pull through advertising, POS visibility, consumer sampling, PR and social media. 

“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,” Ginley said in a statement. “The recent launch of SMOKE LAB VODKA ― Classic and Aniseed Flavored ― in the U.S. has exceeded all expectations. We are currently putting plans in place 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 evolution in the group’s global spirits mission that will set the stage for the roll out of a full portfolio of premium spirits brands produced in India at the company’s 10 distilleries and breweries, it says. 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.”