Mumbai: InBrew Beverages has announced a major portfolio refresh with the revamp of two of its flagship alcohol brands — White Mischief Vodka and Blue Riband Gin — reinforcing its premiumisation strategy and strengthening its position in India’s evolving spirits market.
The simultaneous transformation reflects InBrew’s broader focus on modernisation, consumer-led innovation, and building stronger relevance among younger adult consumers seeking elevated yet accessible drinking experiences.
As part of the revamp, White Mischief Vodka, one of India’s most recognised vodka brands, introduces refreshed packaging, a sharper visual identity, and an improved liquid profile designed to deliver a smoother and more contemporary vodka experience.
While preserving the youthful and energetic personality that has long defined the brand, the updated White Mischief seeks to align itself with changing consumer preferences around premium quality, aesthetics, and experience.
Commenting on the transformation, Sumit Tiwari, General Manager – Marketing for Inbrew Beverages, said, “The premiumization 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. 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.”
Alongside White Mischief, InBrew has also unveiled a refreshed identity for Blue Riband Gin, bringing a contemporary visual language to one of India’s longstanding gin brands while retaining the original liquid profile and legacy associated with the label.
The redesigned packaging aims to improve shelf presence and deepen engagement with both loyal consumers and a newer generation of premium gin drinkers.
Speaking on the launch, Tiwari said, “With this refreshed identity, Blue Riband enters a new chapter that balances heritage with modernity. The new packaging has been thoughtfully designed to enhance the brand’s contemporary appeal while retaining the trust, familiarity, and taste profile that consumers have always loved. The revamp reflects Inbrew Beverages’ continued focus on premiumizing and strengthening its portfolio through modernization and consumer-led innovation, ensuring the brand resonates with both loyal consumers and a new generation seeking a premium gin experience.”
The dual brand refresh underscores InBrew Beverages’ ongoing efforts to modernise its portfolio while responding to shifting consumer expectations across India’s premium and emerging spirits categories.
Both White Mischief Vodka and Blue Riband Gin with their revamped identities are now available across Maharashtra in 750ml, 180ml and 90ml pack formats.
