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Radico Khaitan Ltd Launches ‘Festive edition of Morpheus Brandy with Goblet In Pack’

05:28 PM Dec 28, 2022 IST | appteam
radico khaitan ltd launches ‘festive edition of morpheus brandy with goblet in pack’

New Delhi: To mark the celebrations around Christmas and New Year, Radico Khaitan Ltd, India’s largest IMFL company, launches a Festive Edition pack for Morpheus Brandy, India’s largest-selling premium brandy in different parts of the country.

Presented as a year-end gift for its customers, ‘Morpheus Brandy’s Festive Edition with Goblet In Pack’ consists of a premium quality goblet with a 750 ml bottle of Morpheus XO Brandy. Radico Khaitan Ltd, planned this launch ahead of the festive season, keeping in mind the celebration spirits in people and the trend of gifting around this time of year.

Being the holiday season, this time of year brings a lot of cheer to our lives. As the tagline says, “It is time of the year to fill your goblet with cheer,” the brand wants to bring out the party spirits with festive-like packaging in the lives of its customers.

Commenting on the launch, Mr. Amar Sinha, Chief Operating Officer, Radico Khaitan Ltd, said, “Morpheus embodies the spirit of celebration, and with the festive pack edition, we have attempted to enhance the experience of celebration by giving a goblet as a gift to our customers around the festive season. As you get into the party spirits, we intend to give you another reason to rejoice with this Festive Pack. It is a gift from us to our loyal consumer base, and I am confident this combination will leave a lasting impression on them.”

He added, “Being a hallmark brand for us which has always strived to be unique with its positioning of ‘Dare to Dream,’ Morpheus’ luxurious character allows a more heightened consumer experience. One can relish this drink without any gender restrictions across all age groups. The brand enjoys immense popularity in Southern India. Morpheus Festive Edition Pack is among the slew of innovative initiatives to solidify further the brand’s popularity and position in the market.

This pack is available in Uttar Pradesh, Haryana, Rajasthan, Himachal Pradesh, Punjab, Chandigarh, Telangana, Pondicherry, Karnataka, Madhya Pradesh, Goa, Orissa, Meghalaya, and Sikkim.

Radico Khaitan kicked off 2022 by launching a special edition, “Celebration Pack”, for Morpheus – India’s largest-selling premium brandy. The limited-edition celebration pack was available across Delhi, Uttar Pradesh, Telangana, Pondicherry and Karnataka in the first week of the year. A similar pack was also launched in Kerala at the time of Onam (in September), and the pack was available at the retail stores till Diwali 2022. The Company keeps coming up with innovative packaging ideas to bring out the festive spirit among consumers.

Notes for the Editor:

Morpheus Premium Brandy, named after the Greek god of dreams, was introduced in 2009 as a pilot for the company’s premiumization drive. A market leader in the category with over 60% of Market Share, Radico subsequently launched a notch-up brand extension, Morpheus Blue XO Premium Brandy, to expand the brand to the upper segment. Morpheus Blue was launched in 2013 as a higher variant, following the overwhelming success of Morpheus, the only premium Brandy available across India. Morpheus has the largest national distribution, a footprint across 23 states, and a market share of over 60% in the premium brandy segment across India.


Morpheus is India’s largest-selling premium brandy. This richly-layered, sterling, premium-aged brandy is named after Morpheus, the winged Greek god of Dreams. Morpheus has a legacy of 7 Gold medals at the prestigious Monde Selection.

Tasting Notes:

Nose: Intense fruity and floral top note, complemented with dried fruits like raisin and prune in the base note.

Palate: Heavy-bodied and sweet with a lingering effect of matured wood, vanilla and raisin.

Finish: Irresistibly long finish

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