Shaw Wallace brands to get sleeker look

Vijay Mallya, chairman and managing director of UB Group, on Monday said he is contemplating refurbishing the image of some Shaw Wallace products in the lines of Romanov vodka, which now has sleeker look.

Mallya, who roped in Bollywood actress Shilpa Shetty as the new brand ambassador for Romanov, which will be making its international foray shortly, said she will be appearing in the new ad campaign for the brand.

He also said that choosing a woman of Shetty’s stature to endorse an alcoholic beverage seemed the right choice. He added: “She epitomises elegance and grace, embodying the qualities and aspirations of the upcoming and jet setting youth.”

Romanov has seen three avatar changes since its launch in 1977. With its new flavours that can easily be used with mixers, Romanov Tropical Thrill and Apple Thrill, the brand targets the young Indian drinker who loves the high life.

While vodka sales make up around 2% of the total alcohol sales in India, according to company officials, Romanov and White Mischief, the recently UB group-acquired Seagrams brand, control 78% of the sales in the country.