Radico Khaitan on Wednesday launched Magic Moments Aam Panna, adding a raw mango-inspired variant to its Flavours of India vodka portfolio. The product will be available across 14 States and union territories, including Uttar Pradesh, Maharashtra, Delhi, Karnataka and Goa in five pack formats ranging from 90 ml to quart size.
The launch comes as the company reported strong volume momentum for its Magic Moments brand, which shipped 8.6 million cases in FY2026 and over 3.25 million cases in the first quarter of FY2027. The brand holds an estimated 60 per cent share of India’s vodka market and ranks fifth globally by volume.
The new variant uses raw mango as its flavour base and is processed through the brand’s five-stage filtration system. It joins three existing entries in the Flavours of India range — Jamun SpicyMint, Alphonso Mango and Thandaai.
Flavoured vodka now accounts for more than 75 per cent of vodka volumes in Q1 FY2027, according to figures cited by the company, making it the primary growth engine for the category. 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 well below the roughly 28–30 per cent share vodka commands in global spirits consumption.
Managing Director Abhishek Khaitan said the Aam Panna launch extends the company’s strategy of drawing on Indian culinary heritage to differentiate its portfolio and attract new consumers.
The campaign will be led by Bollywood actor Kriti Sanon and will rely primarily on digital and social media channels, according to Chief Marketing Officer Kunal Madan.
Radico Khaitan shares closed at ₹4,639.80 on the NSE on Friday, down 1.20 per cent on the day, though the stock has gained over 60 per cent in the past year.
Published on August 21, 2026
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