Radico Khaitan Limited has announced the launch of its newest product, Magic Moments Aam Panna, a flavoured vodka inspired by the traditional Indian beverage. This launch aims to capitalize on the growing demand for authentic, culturally-rooted flavours in India’s expanding vodka market. The company expects this new variant to strengthen its leadership in the flavoured vodka segment.
Radico Khaitan Expands Portfolio with “Magic Moments Aam Panna”
Radico Khaitan Limited, a prominent spirits company in India, has officially launched Magic Moments Aam Panna, the latest addition to its successful “Flavours of India” portfolio. This new flavoured vodka is inspired by the popular Indian summer drink, Aam Panna, aiming to offer consumers a unique blend of nostalgia and contemporary taste.
Capitalizing on Market Trends
The launch underscores Radico Khaitan’s commitment to innovation and understanding consumer preferences. The Indian vodka market is experiencing significant growth, driven by evolving consumer tastes, premiumization, and a rising acceptance of white spirits. Flavoured vodka, in particular, has emerged as a key growth driver, accounting for over 75% of vodka volumes in Q1 FY2027. Magic Moments, already holding a substantial market share, seeks to leverage this trend with its new offering.
Product and Availability
Magic Moments Aam Panna is crafted to provide a balanced sweet-and-sour taste profile, incorporating the tangy character of raw mangoes with the smoothness of premium vodka, refined through a 5-stage filtration process. The product will be available in various formats, including Quart, Pint, Nip, 180 ml Pocket Pack, and 90 ml Pocket Pack. It will be rolled out across key markets such as Uttar Pradesh, Haryana, Uttarakhand, Rajasthan, Delhi, Maharashtra, Daman, Goa, Gujarat, Telangana, Karnataka, West Bengal, Assam, and Madhya Pradesh.
Strategic Vision
Mr. Abhishek Khaitan, Managing Director of Radico Khaitan, stated that the “Flavours of India” portfolio is a celebration of India’s culinary heritage, and the success of variants like Jamun SpicyMint and Alphonso Mango validates the demand for authentic Indian flavours. Magic Moments Aam Panna is positioned to further strengthen the company’s leadership in the flavoured vodka segment. The launch will be supported by a robust digital-first marketing strategy, featuring actor Kriti Sanon as the face of the campaign.
Source: BSE
