Radico Khaitan’s Power Brands Make Entry In Assam

Guwahati [Assam]: Radico Khaitan, India’s largest IMFL Company, launched its 4 power brands in Assam at a successful event in Guwahati on January 11.

The premium brands – Royal Ranthambore Heritage Collection Whisky, Jaisalmer Indian Craft Gin, Morpheus XO Premium Brandy, and Magic Moments Dazzle Vodka – now launched in Assam, have garnered overwhelming response across the country and overseas over the years.

With this launch, the consumers in Assam will have access to Radico Khaitan’s premium range of products and will get to experience the ‘superior’ taste.

Radico Khaitan has always focused on adapting to the industry’s changing consumption patterns and providing consumers with quality taste and a ‘luxury’ experience.

Commenting on the launch, Mr Amar Sinha, the Chief Operating Officer of Radico Khaitan, said, “Assam is a power state of northeast and we are thrilled to bring our power brands to resonate with the state’s spirit. The market situation is extremely encouraging and we feel the state is always up for upgradation and experimentation. We are launching these brands at a very auspicious time of Bihu. We are confident that the people of Assam will make our brands a part of their celebrations. It is our gift to them to mark the festive season.”

He also added, “launching these brands are a stepping stone to a host of other big plans that we have for the state which will be announced in due course of time.”

Through the launch of the Royal Ranthambore Heritage Collection Whisky and Morpheus XO Premium Brandy, Radico Khaitan aims to enhance the brown-spirit experience of consumers here. Taking into account the upsurge in white-spirit consumption worldwide, the Company believes this is the ideal time to introduce Jaisalmer Indian Craft Gin and Magic Moments Dazzle to the state.

Morpheus Premium XO Brandy: Introduced in 2009 for the people who ‘Dare to Dream’, Morpheus Premium XO Brandy was Radico Khaitan’s first initiative towards premiumisation.

The Company gained more confidence in the premiumisation approach as, while growing further, this brand took over 60% of the market share, becoming a leader in the Brandy space. Resultantly, Radico Khaitan also launched a notch-up brand extension – Morpheus Blue XO Premium Brandy, in 2013. Morpheus is the only premium Brandy available across India and has a legacy of five Gold medals at the prestigious Mode Selection.

Magic Moments Dazzle Vodka: Launched as the luxury brand extension of the renowned brand – Magic Moments, Magic Moments Dazzle Vodka was launched in October 2021.

Available in 2 variants – Magic Moments Dazzle Gold and Magic Moments Dazzle Vanilla, the Company introduced this brand extension in Delhi, Karnataka and Uttar Pradesh, Goa, Maharashtra, Rajasthan and Haryana in the first phase. Prepared with the 7-stage filtration process, this premium vodka offering of Radico Khaitan aims to give all vodka consumers a newer and richer experience.

Royal Ranthambore Heritage Collection Whisky: Entering the market in October 2021, Royal Ranthambore is the epitome of Radico’s Master Blender’s craft, coming from a fine heritage whisky making. Inspired by the magnificence of the Tigers and Warrior Kings of Ranthambore, this Whisky option is a fine example of a rich symphony of taste, aroma, and finish. Earlier introduced in Delhi, Karnataka and Uttar Pradesh, Goa, Maharashtra, Rajasthan and Haryana, this brand has expanded its reach pan-India and abroad.

Jaisalmer Indian Craft Gin: After making a mark on the global level after its international launch in 2018, Jaisalmer Indian Craft Gin was introduced and widely accepted in the Indian market among Gin connoisseurs.

The largest alcohol distillers in Asia and the oldest whisky distillers in India source 11 botanicals from across the country to craft this smooth gin named after the city of Jaisalmer (known as ‘The Golden City’). Dressed in beautiful royal black packaging with just-enough touches of muted gold, Jaisalmer Indian Craft Gin is a luxurious triple-distilled spirit, re-distilled in a traditional copper pot still; the recipe is handcrafted in a time-honoured way.

Last year, Radico Khaitan expanded its portfolio by adding new categories to it. Venturing in White Rum category, the Company launched ‘1965 Spirit of Victory Lemon Dash’, an addition in the Spirits of Victory family. Besides, to cater to the increasing demand of Ready-to-drink beverages, the Company introduced its Low-Alcohol Beverage (LABs), a line of Refreshing Ready-to-drink (RTD) cocktails under the umbrella of the Magic Moments called ‘Magic Moments Vodka Cocktails’.

Further, Radico Khaitan is planning many launches in different cities in 2023. On account of the New Year, the brand recently launched a celebration pack for Morpheus XO Brandy in different parts of the country.

About Radico Khaitan

Radico Khaitan Limited (RKL), a Fortune 500 Company, is one of the oldest and largest manufacturers of Indian Made Foreign Liquor (IMFL) in India. Earlier known as Rampur Distillery, RKL commenced its operations in 1943, and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers. 

The company launched its first brand 8 PM whisky in 1998 and over the years, has created five millionaire brands and over fifteen organically grown brands. Radico Khaitan Limited is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry. It has been successfully building its brand equity in international markets and currently exports its products to over 85 countries.

Link to the Website- https://www.radicokhaitan.com/about-us/who-we-are/