I'm talking about the physical disk drive, not volume/partition/logical drive. So that usually-suggested GetVolumeInformation function is not applicable in my case.
To be exact: I'm working directly with the disk which has not been partitioned yet.
I open a handle to it via CreateFile function:
hDisk = CreateFile(
    _T("\\\\.\\PHYSICALDRIVE0"),
    GENERIC_READ|GENERIC_WRITE,
    FILE_SHARE_READ|FILE_SHARE_WRITE,
    NULL,
    OPEN_EXISTING,
    FILE_FLAG_OVERLAPPED|FILE_FLAG_NO_BUFFERING,
    NULL);
I can read/write directly on the disk using this handle. There's also a possibility to query various disk properties using DeviceIoControl function. However I couldn't find a way to query the disk vendor/serial properties, which are visible in the device manager.