UB Group launches India’s first multi-grain vodka

July 23rd, 2008 - 9:57 pm ICT by IANS  


New Delhi, July 23 (IANS) United Spirits Ltd (USL), part of Vijay Mallya’s UB Group, launched Romanov Red, India’s first multi-grain and multi-distilled vodka, here Wednesday. “This vodka will be a trailblazer in the prestige vodka segment as the consumers will experience the unique blend of multiple grains in a vodka for the first time,” USL assistant vice-president (marketing) Debashish Shyam said.

Bollywood actress Shilpa Shetty, who has been associated with the brand since 2006, launched the new product.

With the launch of Romanov Red, the company is hopeful of capturing a 15 to 20 percent market share in the Indian vodka industry, Shyam said.

A 750 ml bottle of the brand is priced at an average of Rs.300. The brand is currently available in all markets in northern and western India and it will hit shelves nationally by September end.

Romanov, the parent vodka brand for Romanov Red, is among the largest selling vodkas in the country. It commands nearly 33 percent of the entire market share and has over one million cases per annum to its credit.

USL is also in the process of adding more flavours to its vodka brands. While Romanov already sports flavours such as green apple and passion fruit, White Mischief is expected to have new flavours such as vanilla, chocolate and strawberry by October end.

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