Radico Khaitan to launch its 4 ‘premium’ brands in Assam

With this launch, it will gain a stronger presence in the Northeastern market by introducing consumers to the 'premium' taste.
  • Deeksha Tiwari News Correspondent
Radico Khaitan

One of India’s largest IMFL Company Radico Khaitan has announced the launch of its 4 premium brands in Assam.

Following an overwhelming response from across the country and overseas to its 4 premium brands - Royal Ranthambore Heritage Collection Whisky, Jaisalmer Indian Craft Gin, Morpheus XO Brandy, and Magic Moments Dazzle Vodka, Radico Khaitan will launch these premium brands in Assam on 11th January 2023.

“After witnessing remarkable response in other parts of the country and overseas, we are excited to bring these premium offerings to Assam. We hope to get a similar response here as well,” shared Amar Sinha, CEO, Radico Khaitan.

With this launch, it will gain a stronger presence in the Northeastern market by introducing consumers to the 'premium' taste.

Radico Khaitan has always focused on adapting to the industry's changing consumption patterns and providing consumers with quality taste and a 'luxury' experience.

Last year, Radico Khaitan expanded its portfolio by adding new categories to it. Venturing in White Rum category, the Company launched '1965 Spirit of Victory Lemon Dash', an addition in the Spirits of Victory family. Besides, to cater to the increasing demand of Ready-to-drink beverages, the Company introduced its Low-Alcohol Beverage (LABs), a line of Refreshing Ready-to-drink (RTD) cocktails under the umbrella of the Magic Moments called 'Magic Moments Vodka Cocktails'.

Further, Radico Khaitan is planning many launches in different cities in 2023. On account of the New Year, the brand recently launched a celebration pack for Morpheus XO Brandy in different parts of the country.

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