Speaking with The Financial Express, UDV marketing controller Ms Mohita Arora said, ``The company has repositioned its leading brands including Smirnoff and Gilbey's Green Label to attract the 21-35 years segment. A series of promos will be kicked off shortly in leading bars and pubs across India. This would include gifting Smirnoff merchandise to customers.''

UDV has also introduced Gilbey's Gold Club to expand its prestige whisky range. The new whisky has already been launched in Hyderabad and Calcutta.

Available in a distinct monocarton, the liquor would be launched nationally by the year-end.

Currently UDV is ranked third among liquor companies and claims a 10 per cent marketshare in IMFL. Smirnoff has a white spirits marketshare of 30 per cent with 1.00,000 cases sold a year. UDV is targeting a 45 per cent chunk of the white spirits industry.

The company plans to have lucky draw schemes like `under the cap' contest where surprise gifts would be scrolled on the cap. On-premise promotions like the `dice' scheme would be held in pubs.

UDV also plans to cut a music album based on the ad-jingle of Gilbey's Green Label and post it on music channels.