Radico Khaitan's Magic Moments crosses 8 million sales, holds 60% of India’s vodka market

Radico Khaitan's Magic Moments vodka has crossed the sales mark of 8 million cases this year, with the brand holding 60 per cent share in the Indian vodka market, the IMFL company said on Wednesday.

Radico Khaitan competes with Smirnoff, Absolut, Grey Goose, Belvedere and others in the Indian vodka market.

Sales of Magic Moments Vodka stood at 7.1 million cases last year, which has now crossed 8 million this year till now. Magic Moments Vodka, launched in 2006, was a part of Radico Khaitan's premiumization bet.


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Radico Khaitan share price: Shares of Radico Khaitan Ltd. on BSE were trading at Rs 2776.05 per script after a 1.42% hike as on 12:08 on Wednesday.

"Magic Moments is India’s largest premium vodka brand with around 60% market share and ranked as the 6th largest vodka brand in the world last year," Radico Khaitan said in a regulatory filing, adding that the vodka brand continues to command a leading position in the Indian vodka market and has consistently climbed the global ranking ladder.

Under its 'Flavours of India' range, the company has recently launched Jamun SpicyMint after the earlier variants of Alphonso Mango and Thandaai. The vodka brand offers beverages across semi-premium and premium vodka categories, including Magic Moments Remix, Verve and Dazzle.

Speaking on the milestone, MD Abhishek Khaitan said that the achievement indicates a defining shift in India’s evolving spirit’s landscape.

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"While vodka accounts for over 20–25% of the global spirits market, in India it remains under-indexed at less than 4%, presenting a significant headroom for growth," he added.

He said that the growth is fueled by a deep understanding of evolving consumer preferences, with innovations like Jamun SpicyMint setting new benchmarks by bringing bold, distinctly Indian flavours to the forefront of the category.