Radico Khaitan Unveils 'Magic Moments Remix Pink Vodka'

Radico Khaitan Limited unveiled Magic Moments Remix Pink Vodka, positioned to cater to the growing demand for coloured and flavoured beverage alcohol category. Positioned in the premium segment a cut above Magic Moments Remix flavours, it will be initially launched in UP and Assam and expanded to Pan India over the next 2-3 quarters.

The Magic Moments Vodka portfolio achieved a sales milestone of five million cases in FY2023. The brand currently enjoys a 60 per cent market share in the entire vodka category (across domestic and international brands) with over 20 variants.

The brand claims the vodka is crafted with 100 per cent natural flavours of black mulberry, elderflower and raspberry, the variant promises a nuanced taste experience, appealing to a broad consumer base.

Commenting on the new launch, Amar Sinha, Chief Operating Officer at Radico Khaitan, said, "The launch of Magic Moments Vodka was our response to the increasing premiumisation trend in the Indian liquor industry way back in 2006 when Vodka was not really a household drink. We are pioneers of this category in the country and have been consistently following the tradition of bringing the most innovative and exciting variants to our consumers year after year. Magic Moments today is the 7th largest Vodka globally. The addition of Magic Moments Remix Pink Vodka is a direct response to the positive reception of Magic Moments Verve Cranberry Tease vodka, reflecting our commitment to offering innovative flavours. We are excited to present a vodka that not only upholds the highest quality standards but also delivers a distinct and enchanting taste experience."

The Magic Moments Remix Pink Vodka comes in a transparent bottle showcasing its vibrant pink colour. The alcohol is available in three sizes, 750 ml, 375 ml and 180 ml.