White Mischief (liquor)

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White Mischief
White Mischief logo.png
ManufacturerUnited Spirits Ltd (USL)
Country of originIndia
Alcohol by volume42.8%
VariantsUltra Pure,

Strawberry+Ginseng, Mango+Mint,

Green apple+Cinnamon
Related productsRomanov
WebsiteWhite Mischief

White Mischief is a brand of Indian vodka and brandy manufactured by Shaw Wallace Distilleries Ltd, now part of the United Breweries Group (UB Group).[1] United Spirits Ltd, the spirits division of UB Group, claims a market share of 46%, making it the largest selling vodka in India.[2]

White Mischief vodka is India's largest selling vodka with about 48% market share in the regular vodka segment. It appeals to the youth and is positioned as a young, fun and flirty brand. Zayed Khan was roped in as its brand ambassador in 2005.

White Mischief sponsors the cheerleaders in Indian Premier League. They are popularly known as White Mischief Gals.[3]

In 2003, Shaw Wallace extended the White Mischief brand to brandy. The company consciously decided to launch White Mischief Brandy, initially in the State of Kerala as it was the prime brandy market in India. The company also launched a White Mischief Zing, a lime flavoured vodka variant of White Mischief vodka, the same year.[4]


  1. ^ "Shaw Wallace brands". 12 December 2006. Retrieved 2009-05-30.
  2. ^ "White Mischief Vodka, An Indian Vodka". United Spirits Limited. Archived from the original on April 30, 2009. Retrieved 2009-05-30.
  3. ^ "Mischief Gals | Cheerleaders are back | Photos Cricket". hindustantimes.com. 2013-03-23. Retrieved 2013-04-05.
  4. ^ Chatterjee, Purvita (27 August 2003). "SWC extends White Mischief brand to brandy". The Hindu Business Line. Retrieved 21 September 2014.