White Mischief Vodka gets premium makeover with new look and smoother taste

MUMBAI: White Mischief is stirring things up once again. One of India’s most recognisable vodka brands is entering a new chapter as InBrew Beverages unveils a major revamp of White Mischief Vodka, combining a refreshed visual identity with an upgraded liquid profile aimed at modern consumers.

The overhaul marks a significant step in the brand’s premiumisation journey as it seeks to strengthen its position in India’s evolving vodka market. The new-look White Mischief Vodka has been redesigned to appeal to a generation of consumers looking for products that balance quality, style and accessibility.

At the heart of the transformation is a refreshed packaging design featuring a sharper and more contemporary visual identity. Alongside the new appearance, the company has also enhanced the vodka itself, promising a smoother drinking experience that aligns with changing consumer tastes and expectations.

While the brand has long been associated with a youthful and energetic personality, the latest refresh aims to elevate that image without losing the sense of fun that helped make White Mischief a household name among Indian vodka drinkers.

The move comes as premiumisation continues to reshape India’s alcoholic beverage sector, with consumers increasingly seeking upgraded experiences and higher-quality offerings across categories.

Commenting on the initiative, InBrew Beverages general manager – marketing Sumit Tiwari said, “The premiumisation initiative is part of our broader strategy to strengthen our portfolio and cater to the growing demand for contemporary, high-quality vodka among India’s young adult consumers. White Mischief has always enjoyed strong consumer recall and cultural relevance in the Indian vodka market.”

He added, “With this revamp, we are reimagining the brand for today’s consumers, bringing together a refreshed look, a smoother liquid experience and a more premium appeal, while staying true to the fun, youthful personality that consumers love.”

The revamped White Mischief Vodka is now available across Maharashtra in 750ml, 180ml and 90ml pack sizes, giving consumers a range of options across different occasions and consumption preferences.

For InBrew Beverages, the relaunch is about more than packaging. It reflects a broader effort to modernise established brands while retaining the emotional connection they have built with consumers over the years.

As competition intensifies in India’s vodka segment, White Mischief is betting that a smoother spirit and a sharper image will help it stay relevant with a new generation of drinkers. The message is clear: the mischief remains, but it is now dressed for a more premium occasion.