A Vodka That Celebrates Indian Roots: Radico Khaitan Launches ‘Magic Moments Flavours of India’
After the phenomenal success of Magic Moments since its inception in 2006, Radico Khaitan Limited, one of India’s largest IMFL companies, is now announcing the launch of Magic Moments Flavours of India, a vibrant new range of flavoured vodkas that celebrate the essence, culture, and taste of India. With Alphonso Mango and Thandaai flavours, the new launch offers consumers a refreshing fusion of heritage and innovation.
Infused with the essence of “Soul of India,” the launch of Magic Moments Flavours is not just a portfolio expansion, it is a powerful expression of Radico Khaitan’s vision to bring India’s spirit to the forefront of global conversations in taste, culture, and innovation. The journey begins with a rollout in Rajasthan, and Uttarakhand, followed by Assam, MP and Goa, with a phased expansion set to bring these vibrant flavours to more states across the country.
Having crossed the landmark of 7 million cases in FY2025, Magic Moments continues to lead as India’s No. 1 and the World’s 6th largest Vodka brand. The brand has consistently set new benchmarks in the industry, a testament to its deep-rooted culture of innovation. The Remix Flavours portfolio has outpaced the classic plain vodka segment, growing at a 25% CAGR over the past five years. Targeting the premium segment, the Verve Flavour range has shown a robust 95% CAGR growth in the same period – underscoring consumer trust and evolving taste preferences.
Mr. Abhishek Khaitan, Managing Director, Radico Khaitan Ltd., said: “India’s alcobev scene is coming of age, and it is heartening to see homegrown brands leading the way with quality that stands tall globally. Vodka as a category is seeing exciting growth, consumers today are looking for premium choices and distinctive flavour profiles. Crossing the 7 million case mark with Magic Moments is a milestone we are incredibly proud of. And with ‘Flavours of India’, we are not just launching a new product we are inviting people to rediscover the taste of India.”
Adding to this Mr. Amar Sinha, Chief Operating Officer, Radico Khaitan Ltd., said: “The Flavours of India range is our way of honouring India’s diverse traditions and taste profiles. With Alphonso Mango and Thandaai, we have gone beyond innovation, we have distilled Indian identity into each bottle. We are beginning the launch of this range in culturally vibrant and high-potential markets such as Rajasthan, Assam, Uttarakhand, Goa, and Madhya Pradesh. These are the first steps in a nationwide journey, and we are excited to bring this portfolio to every corner of our richly diverse country in the months ahead.
Each variant in the Flavours of India range is a sensorial journey, a story of celebration, nostalgia, and bold taste, all refined through a 5-stage filtration process that ensures unmatched purity and smoothness.
Alphonso Mango: A tribute to India’s favourite summer fruit, this variant is a silky blend of sun-kissed Alphonso mangoes and Magic Moments Vodka. With a tropical burst in every sip, it offers a refreshing, luxurious experience, best enjoyed chilled.
Thandaai: Drawing inspiration from India’s festive traditions, Thandaai brings together a rich blend of milk, saffron, rose petals, almonds, pistachios, mint, and a dash of black pepper — all seamlessly infused with Magic Moments Vodka. It delivers a uniquely spiced, indulgent flavour that truly captures the warmth of Indian celebration.
Radico Khaitan Limited at a Glance:
Radico?Khaitan Limited (“Radico?Khaitan” or the Company) is among the oldest and one of the largest manufacturers of IMFL in India. Earlier known as Rampur Distillery Company,?Radico?Khaitan commenced its operations in 1943 and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers. In 1998 the Company started its own brands with the introduction of 8PM Whisky.?Radico?Khaitan is one of the few companies in India to have developed its entire brand portfolio organically.
The Company’s brand portfolio includes Rampur Indian Single Malt Whiskies, Sangam World Malt Whisky, Spirit of Victory 1999 Pure Malt Whisky, Jaisalmer Indian Craft Gin, Royal Ranthambore Heritage Collection Royal Crafted Whisky, Happiness in a Bottle: A Happily Crafted Gin, Morpheus and Morpheus Blue Brandy, Magic Moments Vodka, Magic Moments Remix Pink Vodka, Magic Moments Verve Vodka, Magic Moments Dazzle Vodka (Gold & Silver), 1965 The Spirit of Victory Premium XXX Rum and Lemon Dash Premium Flavored Rum, After Dark Whisky, 8PM Premium Black Whisky, 8PM Whisky, Contessa Rum and Old Admiral Brandy.
Radico?Khaitan is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry. The Company has distilleries situated in Rampur, Sitapur and Aurangabad, Maharashtra which is a 36% joint venture. The Company has a total owned capacity of 320 million litres and operates 43 bottling units (5 owned, 29 contract and 9 royalty bottling units). It is also one of the largest exporters of Alcoholic beverages from India, with brands available in over 102 countries.
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