United Sprits Ltd has signed popular actress Shilpa Shetty as the brand ambassador for its vodka brand, Romanov. Though the Romanov brand has donned three avatars since 1977, this is for the first time that the brand is being completely revamped.
Sami Lala, President, United Sprits, said, “United Spirits is committed to achieving a leadership position in the Indian and international vodka markets. As part of our brand building initiative, we have Shilpa Shetty as the brand ambassador for Romanov. Her innate style, energy and attitude highlight the core attributes of the brand. We will use her mass appeal to herald an enhanced customer experience.”
One of the largest selling vodkas in the country, commanding nearly 30 per cent of the market share and growing at over 30 per cent annually, Romanov plans to become a global player and has already started selling in China.
Romanov’s new triple distilled blend is in line with international standards of vodka manufacturing and makes it a pure and crisp vodka brand. The new sleek and elegant quart bottle of the vodka brand with its red and silver labels comes with an internationally patented guala cap. Romanov has also introduced pint and nip look-alikes for the first time.
The new look and marketing strategy of Romanov aims to connect with young people who prefer vodka to other hard drinks. The key reason for Romanov’s recent and dramatic revamp is in keeping with United Sprit’s decision to constantly refresh its every product.