Radico Khaitan has expanded its Magic Moments vodka portfolio with the launch of Magic Moments Aam Panna, adding a familiar Indian flavour to its growing range of flavoured spirits.
Radico Khaitan has launched Magic Moments Aam Panna, the latest offering under its Flavours of India portfolio. The new vodka expression combines the company’s established Magic Moments brand with the familiar taste profile of aam panna, a traditional Indian summer beverage.
Magic Moments Expands Flavours of India Range
The addition of Aam Panna further strengthens Radico Khaitan’s focus on Indian-inspired flavours. The company’s existing Flavours of India portfolio includes variants such as Thandaai, Alphonso Mango and Jamun SpicyMint.
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By incorporating familiar Indian flavours into vodka, Radico Khaitan is seeking to create products that appeal to consumers looking for new and distinctive taste experiences. The strategy also reflects the wider shift in India’s spirits industry towards flavour innovation and locally relevant products.
Flavoured Vodka Gains Momentum in India
The launch comes at a time when flavoured vodka is becoming an important growth segment in India’s spirits market. Flavoured variants accounted for more than 75% of vodka volumes in Q1 FY2027, according to information released with the launch.
The trend indicates that consumers are increasingly willing to experiment with different flavour profiles rather than choosing only traditional vodka variants. This is encouraging spirits companies to expand their portfolios with fruit-based, traditional and regionally inspired expressions.
India’s Vodka Market Offers Growth Potential
Despite the growing interest in flavoured products, vodka continues to represent a relatively small portion of India’s IMFL market.
Globally, vodka accounts for around 28-30% of spirits consumption. In India, its share of the IMFL market was 4.3% in FY2026, before rising to 6.1% in Q1 FY2027.
The increase points to growing consumer acceptance of vodka in India and suggests that the category could have considerable room for expansion.
Focus on Local Flavours and Consumer Innovation
The Magic Moments Aam Panna launch is also part of a broader industry trend in which alcohol brands are increasingly adapting products to Indian consumer preferences. Familiar ingredients and traditional flavours can help brands differentiate their offerings while encouraging consumers to explore new products.
For Radico Khaitan, the latest launch adds another distinctive expression to its Magic Moments portfolio and strengthens its presence in India’s fast-changing flavoured vodka segment.
As premiumisation and experimentation continue to influence the Indian alcoholic beverage market, flavour-led innovation and locally inspired products are likely to remain key growth areas for vodka brands.
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