New Delhi, July 16 -- Alcoholic beverage manufacturer Modi Illva is expanding beyond its flagship Rockford whisky franchise with a new range of flavoured vodkas and super-premium Indian spirits, betting that consumers are increasingly willing to pay more for domestic liquor and experiment beyond whisky.

The maker of Rockford whisky, which sold about 3.2 million nine-litre cases in FY26, is launching three flavoured variants under its Artic vodka brand this week and plans to introduce more premium products over the next few months to compete with imported labels, managing director Abhishek Modi told Mint.

"We are a 3.2 million-case business now, primarily dominated by brown spirits, but flavoured white spirits will be a game changer for ...