The Hindu Business Line : White Mischief here, now

At the official launch here, Mr A.K.M.A. Shamsuddin, President, Shaw Wallace & Company Ltd, said that the company was finally able to source the appropriate quality of alcohol needed to make White Mischief in the State.

"White Mischief is a high value low cost drink aimed at the youth." The company plans to position the brand as an ideal choice of the fun lovers and it will be associated with youth and fun-based events.

Not just the white spirit lovers but also the bartenders would love the smoothness that comes of the triple distillation and charcoal filtration that go into making White Mischief. Vodka lovers would go for the classic and clean taste of vodka. For the same reason bartenders would find it an ideal choice to create exotic cocktails, he said.

White Mischief has cornered for itself a 40 per cent market share of the white spirit market and is the fastest growing vodka brand. White spirits are the fastest growing segment in the liquor market world over, and India is no exception.

Shaw Wallace aimed to build on this strength to gain a 25 per cent market share in the first year of its introduction into Tamil Nadu, which consumes about 2,00,000 cases of vodka every year. The company had done it earlier for Royal Challenge whisky — promoted it to an iconic status — and Shaw Wallace would do it again for vodka, Mr Shamsuddin said.

A full bottle of White Mischief (750 ml) will cost Rs 240, a pint (375 ml) Rs 140 and a nip (180 ml) Rs 62.

More Stories on : New Products & Services | Breweries | Tamil Nadu

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