Radico launches Magic Moments Dazzle Vodka, Royal Ranthambore Heritage Collection-Royal Crafted Whisky

Radico Khaitan, the Indian IMFL company, unveiled its luxury range of products in both brown and white spirit categories. ‘Magic Moments Dazzle Vodka’, the luxury brand extension of their signature brand Magic Moments Vodka and ‘Royal Ranthambore Heritage Collection-Royal Crafted Whisky’, amid the ongoing festivals season. 

Magic Moments Dazzle Vodka, the ultra-premium brand in Radico’s vodka portfolio will be available in two supreme variants including Magic Moments Dazzle Gold and Magic Moments Dazzle Vanilla. Magic Moments Dazzle and Royal Ranthambore will be available in Delhi, Karnataka and Uttar Pradesh, Goa, Maharashtra, Rajasthan and Haryana in select stores in the first phase of launch, according to the official statement.

Amar Sinha, COO, Radico Khaitan, said, “Every launch is an expression of the constant endeavour to provide our consumers with the exclusivity of experiences that are reserved for the discerning. We are delighted to announce the launch of our two most ambitious brands that we were working on for the last three years. “ 

He also added, “In pursuit to expand our product base in the whisky category, Radico is all set to offer India’s most luxurious Indian whisky by the name of Royal Ranthambore Heritage Collection-Royal Crafted Whisky. We are extremely optimistic about the fact that this brand will be a game-changer in this space and will undisputedly be the most phenomenal trendsetter. The country is going to get its finest ever in the weeks ahead. “ 

Sinha emphasised, “Vodka currently accounts for less than 5% of the domestic IMFL volumes compared to around 25- 30 per cent globally. With the favourable demographic profile and changing consumer preferences, we believe that Vodka industry is bound to expand. Over the last five years, premium vodka space has grown at a faster pace than the overall vodka industry which is a positive sign. Within vodka, flavours are gaining momentum. More than 50 per cent of our vodka volumes is flavours. To expand the vodka category, we are doing a number of things including new flavours, new expressions and now an ultra-premium offering by the name of Magic Moments Dazzle Vodka."

Meanwhile, Actor Jacqueline Fernandez will extend her role as brand ambassador for Magic Moments Dazzle and will be the face of a brand campaign that will launch soon, as the products begin to hit shelves.