Brand History
White Mischief is India’s best-selling vodka, holding approximately 48% market share in the regular vodka segment. Launched in 1996, the brand is positioned as young and fun, often associated with its sponsorship of cheerleaders in the Indian Premier League. Originally a United Spirits Ltd (Diageo) brand, White Mischief was sold to Inbrew Beverages in 2022. Known for its affordability and versatility, it has become a staple in the Indian vodka market.
