Magic Moments vodka shines as Radico Khaitan’s flagship brand

Radico Khaitan, one of India’s largest liquor makers, announced that its Magic Moments vodka brand has become the seventh-largest vodka brand globally after selling over 6 million cases and generating over ₹1,000 crore in sales.

The Delhi-based company reported a total consolidated revenue of ₹15,483 crore for the financial year ending March 2024, with profits growing 19% to ₹262.27 crore. Rising affluence among certain sections of Indian society has led to a sharp increase in liquor consumption, and Magic Moments has been a beneficiary of this trend.

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The company has been investing in making Magic Moments a premium brand with new variants and marketing initiatives. While the overall volume growth for Radico Khaitan was 1.7% in FY24, the number of Magic Moments units sold grew by an impressive 21%, and its market share in India (among vodkas) has reached 60%, according to the company.

The annual volume growth in all premium products of Radico Khaitan was 20.3% at the end of March 2024. Some of the company’s other brands include Rampur single malt, Royal Ranthambore in whisky, and Morpheus brandy. However, most liquor consumers in India still prefer whisky over other drinks.

Radico Khaitan, which started making its own brands of liquor with 8PM Whisky in 1998, has successfully positioned Magic Moments as a flagship brand, capitalizing on the growing demand for premium vodka in the Indian market.