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2021-12-23T22:23:48Z

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{{Infobox beverage
| name = White Mischief
| image = File:White_Mischief_logo.png
| caption =
| type = {{ubl|Indian [[vodka]]|Indian [[brandy]]}}
| abv = 42.8%
| manufacturer = [[United Spirits Ltd]] (USL)
| origin = [[India]]
| introduced =
| discontinued =
| colour = White
| flavour =
| ingredients =
| variants = Ultra Pure,
Strawberry+Ginseng,
Mango+Mint,
Green apple+Cinnamon
| related = [[Romanov (vodka)|Romanov]]
| website = [http://unitedspirits.in/Vodka-brands.aspx?val=white-mischief White 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).<ref>{{cite web |url=http://www.yonearth.com/showcase/shawwallace/brands.htm |title=Shaw Wallace brands |date=12 December 2006 |access-date=2009-05-30}}</ref> United Spirits Ltd, the spirits division of UB Group, claims a market share of 46%, making it the largest selling vodka in [[India]].<ref>{{cite web|url=http://www.unitedspirits.in/WhiteMischief.aspx |title=White Mischief Vodka, An Indian Vodka |publisher=United Spirits Limited |access-date=2009-05-30 |url-status=dead |archive-url=https://web.archive.org/web/20090430105855/http://www.unitedspirits.in/WhiteMischief.aspx |archive-date=April 30, 2009 }}</ref>

White Mischief vodka is India's best 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 hired as its brand ambassador in 2005.

White Mischief sponsors the cheerleaders in [[Indian Premier League]]. They are popularly known as White Mischief Gals.<ref>{{cite web|url=http://www.hindustantimes.com/photos-news/Photos-Cricket/Cheeleadersareback/Article4.aspx |archive-url=https://web.archive.org/web/20130618022947/http://www.hindustantimes.com/photos-news/Photos-Cricket/Cheeleadersareback/Article4.aspx |url-status=dead |archive-date=June 18, 2013 |title=Mischief Gals | Cheerleaders are back | Photos Cricket |publisher=Hindustan Times |date=2013-03-23 |access-date=2013-04-05}}</ref>

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.<ref>{{cite web|url=http://www.thehindubusinessline.com/2003/08/27/stories/2003082702420600.htm|title=SWC extends White Mischief brand to brandy|last=Chatterjee|first=Purvita|date=27 August 2003|work=The Hindu Business Line|access-date=21 September 2014}}</ref>

==References==
{{reflist}}{{Alcoholic drinks}}{{United Spirits}}
{{Vodkas}}

[[Category:Indian drink brands]]
[[Category:Indian vodkas]]
[[Category:United Spirits brands]]

{{distilled-drink-stub}}

White Mischief (liquor) - Revision history

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