Radico Khaitan has expanded its Magic Moments Flavours of India portfolio with the launch of Magic Moments Aam Panna, blending the tangy taste of traditional raw mango summer drink with vodka.
Processed through the brand's five-stage filtration technology, the new variant delivers a sweet-and-sour flavour profile with a crisp finish, reinforcing the brand's strategy of localising premium spirits through familiar Indian tastes.
Numbers Signal a Strong Flavoured Vodka Opportunity
The launch comes as Magic Moments continues to strengthen its position in India's vodka market. The brand sold 8.6 million cases in FY2026, followed by more than 3.25 million cases in Q1 FY2027.
Notably, flavoured vodka contributed over 75% of total vodka volumes during the first quarter, underlining shifting consumer preferences towards differentiated drinking experiences.
Aam Panna joins existing variants including Thandaai, Alphonso Mango and Jamun SpicyMint, all marketed under the "Soul of India" platform celebrating indigenous flavours and cultural nostalgia.
Digital-First Marketing Drives the Next Phase
According to Abhishek Khaitan, Managing Director, Radico Khaitan, the portfolio reflects growing consumer demand for locally inspired flavours. Kunal Madan, Chief Marketing Officer, said the campaign, fronted by Kriti Sanon, will adopt a digital-first strategy spanning social media, contemporary storytelling and region-led cultural communication.
The Last Word
As premiumisation reshapes India's alco-beverage market, brands are increasingly discovering that the fastest route to modern consumption may lie in reimagining familiar regional flavours for a new generation.