Overview: Magic Moments, a brand under Radico Khaitan, has introduced Aam Panna flavoured vodka to its Flavours of India portfolio. This new variant draws inspiration from the traditional Indian summer beverage and joins existing offerings like Thandaai and Alphonso Mango.
The Full Story
The release aligns with a broader strategy within Radico Khaitan that focuses on local flavour inspirations and consumer preferences. Abhishek Khaitan, managing director, noted that the portfolio reflects this focus. Kunal Madan, chief marketing officer, stated the campaign will utilize a digital-first mix covering social media and contemporary storytelling. Kriti Sanon serves as the face of the campaign.
The product is available across key markets including Uttar Pradesh, Haryana, Uttarakhand, Rajasthan, Delhi, Maharashtra, Daman, Goa, Gujarat, Telangana, Karnataka, West Bengal, Assam, and Madhya Pradesh. Formats include Quart, Pint, Nip, 180 ml Pocket Pack, and 90 ml Pocket Pack.
Production & Profile
The spirit undergoes a five-stage filtration process to achieve its specific profile. It features a sweet-and-sour taste profile with a crisp finish. This aligns with the brand’s “Soul of India” campaign thought which focuses on Indian flavours and cultural experiences.
Brand & Industry History
Radico Khaitan reports that the Indian vodka category is seeing changes driven by evolving consumer preferences, premiumisation, cocktail culture, in-home social occasions and growing acceptance of white spirits. The company reported 8.6 million cases in FY2026 and 3.25 million cases in Q1 FY2027. Flavoured vodka accounted for over 75% of vodka volumes in Q1 FY2027.
What This Means
The volume data indicates a significant shift where flavoured vodka dominates the brand’s vodka volumes. The company states this reflects growing acceptance of white spirits and evolving consumer preferences within the Indian market.
Consumer Takeaway
Drinkers seeking a traditional summer beverage profile in a spirit format can access Aam Panna across multiple pack sizes. The specific filtration process ensures a crisp finish suitable for the stated sweet-and-sour taste profile.
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