The Vodka market is heating up. Especially when white spirits seem to be the international favourite of Gen Next.
This colourless liquid is also low in calories (compared to dark rum and whisky), which is why liquor companies are all out to target the diet-conscious young. Best way to do it is through parties — we have seen how the Bacardi Blast series of parties have done wonders for their white rum!
No wonder, Shaw Wallace too followed the tried and tested route to promote their vodka brand Vladivar earlier this week. At Blues, where a special do titled Dum Dum Diga Diga – The Bollywood Blast was held, certainly you would not expect B.B King, Jeremy Spencer and J.J. Cale to croon your favourite Blues buster. Instead, you had DJ Amit Arya from Mumbai belting out anything from Bryan Adams to Bollywood.
But guests who were treated to a complimentary drink including cocktails like Sex on the Beach didn’t seem to mind. “Our brand is a particular favourite because of its smoothness thanks to its charcoal filtration process,” said Joint President of Shaw Wallace Deepak Chaudhuri.
And finally, at the International Wine and Spirits Competition 2002, Vladivar was awarded the gold medal for being the best Vodka. Well, this bit comes from the company’s spokesperson.