Radico Khaitan said it will make three variants, cosmopolitan, cola, and mojito. For now, the products will be sold in Karnataka followed by Goa, Maharashtra, and Daman & Diu in the coming months.
IMFL manufacturer Radico Khaitan Limited has launched cocktail mixes under the umbrella of the Magic Moments. Its Magic Moments Vodka Cocktails with a vodka base with 4.8% alcohol will be sold in cans.
The company said it will make three variants, cosmopolitan, cola, and mojito. For now, the products will be sold in Karnataka followed by Goa, Maharashtra, and Daman & Diu in the coming months.
Amar Sinha, chief operating officer of the company said, “The inclination of our consumers towards the ready-to-drink products and cocktail culture in the ontrade market gave us an insight into the changing consumer preferences.
With this launch, we are also filling up the gap in the low-alcoholic-beverage category where vodka-based cocktails were lacking. We are bringing the traditional ingredients for cocktails back.“
The company is focused on premiumization with brands like Royal Ranthambore Heritage Collection Whisky and Magic Moments Dazzle.
