INDIA: United Spirits mulls energy drink launch - report

By | 15 April 2008

United Spirits is contemplating a move into the energy drink sector in India an effort to boost vodka sales, according to local reports.

United Spirits president Vijay Rekhi was cited in The Economic Times today (15 April), saying that the UB group subsidiary, which is led by Vijay Mallya, is looking at an energy drink that will grow with its vodka brands.

The energy drink is expected to be a new independent brand, and not an extension of the spirits brands, the newspaper report added.

Rekhi also told the newspaper that United Sprits is considering introducing Whyte & Mackay's Vladivar vodka into India as well as new brand Poison in order to premiumise its vodka offer.

In January, whilst launching Whyte & Mackay in India, Rekhi noted that there was a "large segment of consumers raring to make a shift to the premium spirits segment."

No one was available for comment at United Spirits when contacted by just-drinks today.

Sectors: Soft drinks, Spirits, Water

Companies: Whyte & Mackay, Vladivar

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