Radico Khaitan has expanded its Magic Moments Vodka portfolio with the launch of Magic Moments Aam Panna, a new variant under its Flavours of India range. Inspired by the traditional Indian raw mango-based summer drink, the new flavoured vodka is aimed at strengthening the brand’s focus on Indian-inspired flavour innovation and tapping into the growing demand for differentiated products in the flavoured vodka segment.
Magic Moments, which Radico Khaitan describes as India’s leading vodka brand and the fifth-largest vodka brand globally, recorded sales of 8.6 million cases in FY2026 and crossed 3.25 million cases in the first quarter of FY2027. The company said the latest launch further strengthens its presence in India’s expanding vodka market, which is being driven by premiumisation, changing consumer preferences, cocktail culture and rising interest in white spirits among younger consumers.
Magic Moments Aam Panna combines the tangy flavour of raw mango with premium vodka and undergoes the brand’s five-stage filtration process. According to the company, the new variant has been developed to offer a balanced sweet-and-sour taste profile that reflects familiar Indian flavour preferences while presenting the traditional beverage in a contemporary format.
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With Aam Panna, the Magic Moments Flavours of India portfolio now includes Thandaai, Alphonso Mango and Jamun SpicyMint. The new product has been launched as part of the brand’s ‘Soul of India’ campaign, which focuses on Indian culture, traditions and familiar flavours to create contemporary drinking experiences for consumers.
Radico Khaitan said Magic Moments currently commands an estimated 60% share of India’s vodka market. The company added that strong consumer acceptance of its Flavours of India range indicates growing interest in products that combine traditional Indian flavours with modern consumption trends.
Abhishek Khaitan, Managing Director, Radico Khaitan, said the Flavours of India portfolio reflects the company’s approach of combining local flavour inspiration with differentiated consumer experiences. He said the success of Jamun SpicyMint, Alphonso Mango and Thandaai has reinforced demand for authentic Indian flavours, while Aam Panna represents the next step in the brand’s innovation journey.
Kunal Madan, Chief Marketing Officer, Radico Khaitan, said the Aam Panna launch will be supported by a digital-first marketing strategy featuring social media, contemporary storytelling and culture- and geography-led communication. Kriti Sanon is the face of the campaign, with the company positioning the new variant through a contemporary interpretation of a distinctly Indian flavour.
The launch of Magic Moments Aam Panna comes as Indian vodka consumers increasingly seek new flavours and more experiential offerings. Radico Khaitan expects the Flavours of India portfolio to further support Magic Moments’ growth by bringing familiar Indian tastes into the evolving flavoured vodka category.
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