Liquor company Radico Khaitan's vodka brand Magic Moments reported selling over record 6 million cases, amounting to sales worth Rs 1,000 crore in FY24, the company said in a regulatory filing on May 20.
Consequently, the brand clocked 25 percent sales value growth on-year to become world's 7th largest vodka brand, and is likely to grow up further in the ranking ladder this year once the rankings are declared, the company added.
Launched in 2006, Magic Moments vodka brand has around 60 percent market share in India with 21 percent volume growth compared to the previous year.
Adding to its spirit lineup, Magic Moments' launch of Pink Vodka, and the Holi Hai Edition towards the end of the financial year and the response from consumers boosted the overall sale in the last fiscal.
The vodka brand, presents an array of products across the semi-premium and premium vodka categories, including Magic Moments Remix, Verve, and Dazzle. Furthermore, the brand features a selection of ready-to-drink vodka-based cocktails. "With this diverse range, Magic Moments Vodka skilfully meets the varied palette preferences of its consumers," the company said, adding that Magic Moments Vodka's established name and quality have made it a go-to choice for those trying liquor for the first time, contributing to its success in the vodka market.
Abhishek Khaitan, Radico Khaitan's Managing Director, said, “Over the years, Magic Moments Vodka has consistently demonstrated its dedication as the nation's premium vodka brand by continuously innovating with new products, strategic and relevant marketing initiatives, fostering a shared love for music, thereby offering enticing consumer experiences."
Furthermore, the company also pointed out that its gin brand Jaisalmer Indian Craft is also leading the luxury craft gin space in India with 50 percent market share.
Radico Khaitan Limited is among the oldest and one of the largest manufacturers of IMFL in India. Earlier known as Rampur Distillery Company, Radico Khaitan commenced its operations in 1943 and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers.
The company’s brand portfolio includes Rampur Indian Single Malt Whiskies, Sangam World Malt Whisky, 1999 The Spirit of Victory Pure Malt Whisky, Jaisalmer Indian Craft Gin, Royal Ranthambore Heritage Collection Royal Crafted Whisky, Happiness in a Bottle: A Happily Crafted Gin, Morpheus and Morpheus Blue Brandy, Magic Moments Vodka, Magic Moments Remix Pink Vodka, Magic Moments Dazzle Vodka (Gold & Silver), Magic Moments Verve Vodka, 1965 The Spirit of Victory Premium XXX Rum and Lemon Dash Premium Flavored Rum, After Dark Whisky, 8PM Premium Black Whisky, 8PM Whisky, Contessa Rum and Old Admiral Brandy.
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