Product Launch Details
Radico Khaitan Limited has launched Magic Moments Aam Panna, a new variant in its Flavours of India portfolio. The product is inspired by India's traditional Aam Panna beverage and is described as "Tangy. Chatpata. Unmistakably Indian." The variant combines the tangy character of raw mangoes with premium vodka, refined through Magic Moments' signature 5-stage filtration process to deliver a balanced sweet-and-sour taste profile with a crisp finish.
Market Context and Performance Metrics
Magic Moments Vodka is India's No.1 vodka brand and the 5th largest vodka brand globally. The brand delivered 8.6 million cases in FY2026 and over 3.25 million cases in Q1 FY2027. The flavoured vodka segment has emerged as a strong growth driver, accounting for over 75% of vodka volumes in Q1 FY2027. The Indian vodka category represents 4.3% of the IMFL market in FY2026, growing to 6.1% in Q1 FY2027, indicating significant growth potential.
Portfolio Context
The Flavours of India portfolio now includes Thandaai, Alphonso Mango, Jamun SpicyMint, and the new Aam Panna variant. The portfolio is rooted in the "Soul of India" campaign thought, celebrating Indian flavors and cultural experiences. Magic Moments holds an estimated 60% market share in the Indian vodka market.
Management Commentary
Abhishek Khaitan, Managing Director: emphasized Magic Moments' leadership in category evolution through meaningful innovation and understanding of consumer preferences. He noted the outstanding success of previous Flavours of India variants and believes Aam Panna will strengthen leadership in the flavoured vodka segment.
Kunal Madan, Chief Marketing Officer: described the innovation as culture-led and mentioned a digital-first marketing mix incorporating social media, contemporary storytelling, and culture-led communication. Actress Kriti Sanon is the face of the campaign.
Distribution and Availability
Magic Moments Aam Panna will be available in Quart, Pint, Nip, 180 ml Pocket Pack, and 90 ml Pocket Pack formats across 14 key markets: Uttar Pradesh, Haryana, Uttarakhand, Rajasthan, Delhi, Maharashtra, Daman, Goa, Gujarat, Telangana, Karnataka, West Bengal, Assam, and Madhya Pradesh.
Forward-Looking Statements
The release contains forward-looking statements regarding strategic implementation and future business developments, subject to risks including market conditions, macroeconomic factors, regulatory trends, currency fluctuations, competitive pressures, and technological developments.