White Mischief

White Mischief is a brand of Indian vodka and brandy manufactured by Shaw Wallace Distilleries Ltd, now part of the United Breweries Group (UB Group). It is the largest-selling vodka in India, with a market share of 46%. White Mischief vodka is known for its neutral taste and is almost tasteless.

The brand primarily targets women who wish to prevent the unmistakable mouth odour caused by other varieties of liquor. White Mischief vodka is available in various variants, including Ultra Pure, Strawberry+Ginseng, Mango+Mint, and Green apple+Cinnamon. It is positioned as a young, fun, and flirty brand that appeals to the youth. The brand has gained popularity over the years and has become India’s best-selling vodka with about 48% market share in the regular vodka segment.

The brand's vodka has been associated with various promotional activities. It sponsored the cheerleaders in the Indian Premier League, who are popularly known as White Mischief Gals. The brand has also extended its product line to include White Mischief Brandy and a lime-flavoured vodka variant called White Mischief Zing.

• Founded: 2003
• Headquarters: India
• Website: N/a