Set against the backdrop of Kensington Gardens, the Serpentine Summer Party has long been regarded as one of the world’s most influential cultural gatherings. Hosted annually by the Serpentine, the invitation-only fundraiser champions the institution’s year-round programme of exhibitions, public commissions, educational initiatives, and artistic experimentation. Over the years, it has become a magnet for global taste makers, bringing together leading voices from art, fashion, architecture, design, 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 Alcobeverage companies with over three decades of industry expertise. More than a brand milestone, the moment signals a broader shift in global luxury – one where Indian entrepreneurs are setting new benchmarks for authenticity, creativity, and world-class craftsmanship.

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 signals a new era in which Indian brands are not just participating in global luxury, but helping shape its future.

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Tiwari is Executive Chairman, Morris Street Advisors USA — a merchant banking and   strategic advisory firm providing investment, media, commodities and deep technological solutions to clients. He brings to his role over three decades of extensive experience in strategic leadership, capital raising, and global market strategies. 

“I’m excited to lead NV Group into its next phase of growth—with a clear mandate: to transform our ‘Make in India’ premium portfolio into a powerful global force. We’re not just building brands; we’re creating enduring value through innovation, design excellence, and a deep understanding of evolving consumer aspirations across mature markets. 

At NV Group, we’re not simply entering global markets—we’re disrupting them. Our competitive edge lies in blending India’s rich distilling heritage with cutting-edge flavour innovation, rapid product development, and world-class design. As we expand our premium portfolio internationally, we’re building brands that not only resonate with evolved consumers but redefine category standards—setting new benchmarks in quality, creativity, and cultural relevance.” said Rohit Tiwari

“We are thrilled to have Rohit Tiwari join us as Senior Advisor. His extensive experience and strategic acumen will be invaluable as we scale NV Group’s portfolio. Our transition comes at a critical juncture as the industry navigates intensifying foreign competition in India. By institutionalising the group for its next phase of growth with Rohit’s guidance, we hope to strengthen our ability to compete and thrive in the global spirits industry and set the foundation for long-term success. With his exemplary leadership skills and strategic expertise, we look forward to having Rohit steer our transition to fruition,” said Ashok Jain, Chairman, NV Group

“At Morris Street Advisors USA, we pride ourselves on our unwavering commitment to excellence and innovation. Our team’s expertise in capital raising and global market strategies has been pivotal in driving sustainable growth and positioning our international clients for long-term success. We are excited to continue our journey of expansion and to provide unparalleled guidance to our valued partners such as NV Group.” James Bright, CEO of Morris Street Advisors USA

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Among the NV group’s pioneering ‘Made in India’ alcoholic beverages — crafted from pure ingredients like Indian basmati rice, Himalayan spring water, and other Indian spices like aniseed and saffron — are Smoke Lab Vodka, Stainley Gold  and Blue Moon Gin.

“The NV Group’s USP is our ENA — the finest made in the country, and our unique profile. This strategically places us in a very lucrative position to capture the immense potential for organic and inorganic growth globally. We aim to achieve a 40% growth in global sales volumes over the next 18 months and are looking at tripling our international distribution footprint by 2026. We have done all the legwork over the past few years to place NV Group among the leading spirits companies of the world,” said Ashok Jain, Chairman, NV Group.

In India, the NV Group aims to expand its presence from Delhi, Uttar Pradesh, Haryana, Punjab, Maharashtra, Goa, Chhattisgarh and Andhra Pradesh to Karnataka, Tamil Nadu, Kerala and West Bengal by August 2025.

“At Smoke Lab, we craft spirits that challenge convention while staying rooted in quality and innovation. With our expansion into markets like the UK and EU, we’re not just exporting products we’re sharing a new narrative of Indian spirits with the world. Our innovative and unique spirit flavours are very popular with global consumers who are more than ready to embrace the flavours and unique blends of an Indian-bred, global brand like ours,” said, Varun Jain, Founder, Smoke Lab.

The NV Group controls the entire value chain of a spirits business with a strong local manufacturing presence in India producing an annual distilling and bottling capacity of 8,00,000 litres of spirits a day. The group has four distilleries and four manufacturing tie ups pan India.

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