UB group to rejig whisky, vodka brands

Vijay Mallya-controlled UB Group is all set for a makeover of its vodka and whisky brands. In the wake of increasing vodka consumption in the country, the group is planning to launch flavoured vodka products.

"Our focus is going to be in vodka. We are planning to launch vodka products in various flavours including lime, strawberry and chocolate. We have already launched green apple and fashion fruit variants," said UB Group Assistant Vice President (Marketing) Debasish Shyam.

The compounded annual general growth in vodka consumption is 40 per cent for the last three years with the young generation topping the chart.

According to industry analysts, vodka consumption in Uttar Pradesh shot up by 80 per cent while Punjab registered 55 per cent growth last year. Maharashtra, Assam, and West Bengal registered 30 to 40 per cent rise in vodka consumption.

Shyam said the group is planning to add light flavour in line with the changing life styles of the Indian youth. "Even the time of drinking vodka has changed. People have started drinking vodka even in afternoon," he said.

Recently, UB group has signed bollywood actress Shilpa Shetty as brand ambassador for its vodka brand, Romanov. Other UB vodka brands include White Mischief and Red Ribband.

The company also has plans for nation wide launch of a diet whisky brand.