Radico Khaitan Launches Magic Moments Aam Panna, Expanding Flavours of India Portfolio

Radico Khaitan Launches Magic Moments Aam Panna, Expanding Flavours of India Portfolio​

Radico Khaitan Limited has announced the launch of Magic Moments Aam Panna, introducing a new expression to its successful Flavours of India portfolio. This launch reinforces the brand's commitment to celebrating India's rich flavour heritage through innovative and contemporary experiences.

Magic Moments Aam Panna is inspired by one of India's most loved beverages. Crafted to capture nostalgia, vibrancy, and refreshment, the variant combines the tangy character of raw mangoes with the smoothness of premium vodka. The new product is refined using Magic Moments' signature 5-stage filtration process, offering a balanced sweet-and-sour taste profile designed for the Indian palate.

This addition broadens the Flavours of India portfolio, which already includes flavour inspirations such as Thandaai, Alphonso Mango, and Jamun SpicyMint. The portfolio is rooted in the "Soul of India" campaign thought, celebrating the flavours and cultural experiences that unite consumers across generations.

Market Context and Brand Positioning​

Magic Moments has been a dominant force in the Indian market. The brand holds an estimated 60% market share in vodka and is recognized as one of India's No.1 spirits companies.

The brand demonstrated significant performance in the last financial periods:

• FY2026: Delivered 8.6 million cases.
• Q1 FY2027: Achieved sales exceeding 3.25 million cases.

The Indian vodka category is currently undergoing a multi-year structural transformation, driven by premiumisation, the rise of cocktail culture, and increasing consumer acceptance of white spirits among new-age consumers. Flavoured vodka has emerged as a major growth driver, accounting for over 75% of all vodka volumes in Q1 FY2027. While vodka represents approximately 28 to 30% of global spirits consumption, its share within India's IMFL market stood at 4.3% in FY2026 and increased to 6.1% in Q1 FY2027, indicating substantial room for long-term category expansion.

Leadership Commentary on the Launch​

Abhishek Khaitan, Managing Director of Radico Khaitan, commented on the launch, stating that Magic Moments consistently leads the evolution of the vodka category through meaningful innovation and a deep understanding of consumer preferences.

He noted, "The Flavours of India portfolio is a celebration of India's rich culinary heritage and our belief that local flavour inspiration can create truly differentiated experiences for consumers. The outstanding success of Jamun SpicyMint, Alphonso Mango, and Thandaai has reinforced the growing demand for authentic Indian flavours. Aam Panna is the next expression of this journey. It captures one of India's most loved summer experiences and reimagines it for today's consumers in a contemporary format."

Kunal Madan, Chief Marketing Officer at Radico Khaitan, shared insights into the marketing strategy: "At Magic Moments, innovation begins with culture. With Aam Panna, we are backing the launch with a robust, digital-first marketing mix that brings together social media, contemporary storytelling and highly relevant, culture and geography led communication. By utilizing Kriti Sanon as the face of the campaign, we are bringing this distinctly Indian flavour to consumers through a fresh, contemporary lens."

The Flavours of India range has received an overwhelming response from consumers, reflecting a growing preference for authentic, culturally rooted flavour experiences that merge familiarity with modern consumption occasions.

Availability and Formats​

Magic Moments Aam Panna will be available across key markets in multiple formats. The product rollout is planned for states including Uttar Pradesh, Haryana, Uttarakhand, Rajasthan, Delhi, Maharashtra, Daman, Goa, Gujarat, Telangana, Karnataka, West Bengal, Assam, and Madhya Pradesh.

The launch is supported by a range of formats:

RADICO Stock Price Movement​

Shares of RADICO KHAITAN LIMITED are trending significantly higher as of 9:15 AM, trading at ₹4710.8 after gaining ₹14.80 and successfully making a robust push toward its 52-week extreme. With the stock holding a strong upward trajectory, the trade volume registers at 874 shares, showing massive growth from its annual low of ₹2500.