Radico Khaitan has launched 'Magic Moments Aam Panna', the newest addition to its highly successful Flavours of India portfolio. According to The Hindu BusinessLine, the product will be available across 14 States and union territories, including Uttar Pradesh, Maharashtra, Delhi, Karnataka and Goa in five pack formats ranging from 90 ml to quart size. The new variant uses raw mango as its flavour base and is processed through the brand's five-stage filtration system. It joins three existing entries in the Flavours of India range — Jamun SpicyMint, Alphonso Mango and Thandaai.
The launch comes as the company reported strong volume momentum for its Magic Moments brand, which shipped 8.6 million cases in FY2026 and over 3.25 million cases in the first quarter of FY2027. As reported by The Hindu BusinessLine, the brand holds an estimated 60 per cent share of India's vodka market and ranks fifth globally by volume. This performance supports the company's strategy of drawing on Indian culinary heritage to differentiate its portfolio and attract new consumers, with Managing Director Abhishek Khaitan highlighting this approach.
Flavoured vodka has emerged as one of the strongest growth drivers for the category, accounting for over 75% of vodka volumes in Q1 FY2027, as innovation continues to attract new consumers and encourage experimentation. As reported by The Hindu BusinessLine, while vodka accounts for nearly 28-30% of global spirits consumption, its share within India's IMFL market was 4.3% in FY2026 and 6.1% in Q1 FY2027, underscoring the significant headroom for long-term category growth. This trend supports Jefferies' belief that India's alcoholic beverage industry is entering a multi-year premiumisation cycle.
The company's vodka portfolio includes Magic Moments Vodka, Magic Moments Remix with flavored options such as green apple, orange, lemon, chocolate, and Magic Moments Verve, a super-premium, platinum-filtered line. According to The Hindu BusinessLine, the campaign will be led by Bollywood actor Kriti Sanon and will rely primarily on digital and social media channels. The latest 'Magic Moments Aam Panna' launch further strengthens the company's position in the flavoured vodka segment, which represents the fastest-growing category in the alcobev industry.
Radico Khaitan shares closed at ₹4,639.80 on the NSE on Friday, down 1.20 per cent on the day, though the stock has gained over 60 per cent in the past year. As reported by The Hindu BusinessLine, this performance reflects investor confidence in the company's premiumisation strategy and market position, with the latest target price of ₹5,200 reflecting the positive outlook for the alcobev sector's premiumisation cycle and the company's continued innovation in flavoured vodka products.
