Radico Khaitan launches Aam Panna vodka in Magic Moments range

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.