Radico Khaitan Limited, one of the largest IMFL companies in India, announced the launch of Magic Moments Remix Pink Vodka, strategically positioned to cater to the growing demand of the 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, Rajasthan and Assam, and expanded to PAN India over the next 2-3 quarters.
Magic Moments Vodka portfolio (which includes Magic Moments Remix series, Magic Moments Verve range of products, Magic Moments Dazzle and Magic Moments Vodka Cocktails), a flagship brand for Radico Khaitan, has consistently been positioned as a trusted and popular choice within India’s premium vodka market through its range of innovative flavours. Achieving a sales milestone of five million cases in FY2023 underscores the brand’s commitment to providing high-quality vodka tailored to the diverse preferences of the Indian consumer. The brand currently enjoys a 60% market share in the entire vodka category (across domestic and international brands) with over 20 variants.
The introduction of Magic Moments Remix Pink Vodka marks a significant step forward in the Magic Moments Vodka portfolio, strategically addressing the growing demand for coloured vodka. Crafted with 100% 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, Mr. Amar Sinha, Chief Operating Officer at Radico Khaitan, said, “The launch of Magic Moments Vodka was our response to the increasing premiumization 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.”
Differentiating itself not just through product quality but also through thoughtful packaging, Magic Moments Remix Pink Vodka comes in an elegant, transparent bottle showcasing its vibrant pink colour. This intentional visual appeal positions it as a premium and visually appealing choice for consumers seeking both aesthetics and flavour.
Available in three sizes (750 ml, 375 ml and 180 ml) Magic Moments Pink Vodka is designed to be a versatile choice for various occasions, providing a touch of sophistication to both grand and intimate celebrations. Through the launch of Magic Moments Remix Pink Vodka, Radico Khaitan aims to strengthen its market leadership by offering a sophisticated yet accessible product to consumers. This addition to the Remix Series is expected to redefine the vodka experience, making a lasting impact in the competitive spirits industry.
