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United Spirits looks for premium vodka

Published:  23 July, 2008

INDIA: United Spirits, part of the UB Group, is on the look out for an international or home grown brand to add to its vodka portfolio.

At the same time, United Spirits is making an effort to rope in brand ambassadors for its regular vodka brands.

Bollywood actress Shilpa Shetty endorsed its Romanov Vodka and actor Zayed Khan will be the new face endorsing White Mischief. "Brand ambassadors help bring a distinct personality to the brand and break through the clutter," Shyam said.

The company is also creating more flavours for 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 in the future.

White Mischief would also build further equity through its extension into branded holidays for which it has a tie up with