Radico Khaitan unveils Magic Moments Remix Pink Vodka in India’s growing premium spirits market

Radico Khaitan Limited, a leading player in India’s Indian Made Foreign Liquor (IMFL) sector, has introduced a new product to its esteemed vodka portfolio – the Magic Moments Remix Pink Vodka. This latest offering is strategically positioned to cater to the increasing demand for coloured and flavoured vodka in the premium segment. Initially, the product will be launched in Uttar Pradesh (UP), Rajasthan, and Assam, with plans to expand across India in the upcoming quarters.

The Magic Moments Vodka portfolio, a flagship brand for Radico Khaitan, has seen significant success in the Indian market, highlighted by its achievement of selling five million cases in the fiscal year 2023. The brand, commanding a dominant 60% market share in the vodka category, is renowned for its diverse range of over 20 variants, including the Magic Moments Remix series, Magic Moments Verve range, Magic Moments Dazzle, and Magic Moments Vodka Cocktails.

Radico Khaitan introduces Magic Moments Remix Pink Vodka. Image courtesy of Radico Khaitan Limited.

With the addition of the Remix Pink Vodka, Magic Moments aims to further cement its position in the market. This new variant is infused with 100% natural flavours of black mulberry, elderflower, and raspberry, promising a sophisticated and nuanced taste experience. Amar Sinha, Chief Operating Officer at Radico Khaitan, emphasized the brand’s commitment to innovation and quality, stating that Magic Moments has consistently introduced exciting variants to meet consumer preferences.

The packaging of Magic Moments Remix Pink Vodka is as distinctive as its flavour, featuring an elegant, transparent bottle that showcases its vibrant pink colour. This design choice underscores the brand’s focus on aesthetic appeal in addition to flavour. Available in three sizes (750 ml, 375 ml, and 180 ml), the product is positioned as a versatile option for various occasions, adding sophistication to both grand and intimate celebrations.

Through the launch of Magic Moments Remix Pink Vodka, Radico Khaitan not only aims to strengthen its market leadership but also to redefine the vodka experience in the competitive spirits industry. This launch is a testament to the company’s commitment to innovation and catering to the evolving preferences of the Indian consumer.