# Radico Khaitan launches Aam Panna vodka in Magic Moments range 2026-08-21T17:17:59+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 1 independent outlet Radico Khaitan on Wednesday launched Magic Moments Aam Panna, a raw mango-flavoured vodka, under its Flavours of India range. The new variant will be available across 14 states and union territories including Uttar Pradesh, Maharashtra, Delhi, Karnataka and Goa in five pack sizes from 90 ml to quart size. The company said flavoured vodka now accounts for over 75 per cent of vodka volumes in the first quarter of FY2027. Magic Moments shipped 8.6 million cases in FY2026 and over 3.25 million cases in Q1 FY2027. The brand holds an estimated 60 per cent share of India's vodka market and ranks fifth globally by volume. Vodka's share within India's Indian Made Foreign Liquor market rose from 4.3 per cent in FY2026 to 6.1 per cent in Q1 FY2027, though it remains far below the global average of 28-30 per cent. The campaign for the new variant will feature Bollywood actor Kriti Sanon and focus on digital and social media channels, according to Chief Marketing Officer Kunal Madan. Radico Khaitan shares closed at Rs 4,639.80 on the NSE on Friday, down 1.20 per cent, but the stock has gained over 60 per cent in the past year. ## Indian Opinion Analysis The Aam Panna launch reflects a broader industry push to Indianise global spirit categories as competition intensifies. Flavoured vodka has become the key growth driver, now making up three-quarters of all vodka volumes. Radico Khaitan's strategy of tapping seasonal and regional flavours like raw mango gives it a differentiation edge against rivals such as Pernod Ricard's Blenders Pride and Diageo's McDowell's. The company's market share dominance, 60 per cent of India's vodka market, gives it pricing power and distribution heft to make this variant a volume driver. Watch for whether the seasonal flavour gets extended beyond summer or remains a limited edition. ## Coverage - thehindubusinessline.com Straightforward corporate launch story with company figures, no editorialising or external critique. This story was synthesised by AI from the source linked above. Tags: Abhishek Khaitan, Kriti Sanon, Magic Moments, NSE, Radico Khaitan Canonical: https://indianopinion.org/radico-khaitan-launches-aam-panna-vodka-in-magic-moments-range/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/radico-khaitan-launches-aam-panna-vodka-in-magic-moments-range/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes. How this brief was made: an AI model read the report linked above and wrote this summary and analysis, which were published automatically. Published briefs are sampled every hour by an automated quality check; the editor verifies its findings and approves corrections, and corrected briefs carry a dated correction line. We do no original reporting. Methodology: https://indianopinion.org/ai-use-policy/