Radico Khaitan Limited, a leading IMFL company, has achieved a remarkable milestone with its flagship brand, Magic Moments Vodka. In the fiscal year 2024, the brand exceeded expectations by selling over 6 million cases, totaling sales worth INR 1000 Crores. This achievement signifies a substantial growth for Magic Moments Vodka compared to the previous fiscal year’s sales of 5.2 million cases.
Since Radico Khaitan introduced Magic Moments Vodka into the premium category in 2006, it has swiftly become a favorite among consumers, firmly establishing itself as India’s premier vodka brand and the 7th largest globally until last year. With forthcoming rankings, it is poised to climb higher this year. Currently commanding a nationwide market share of 60%, the brand has witnessed an impressive 21% volume growth compared to the previous year, a testament to its strong appeal and consumer preference. Magic Moments Vodka’s success can be attributed to its ability to captivate consumers with its smooth and refined flavor, coupled with innovative marketing strategies, resulting in unprecedented sales figures.
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Expanding its range of spirits, Magic Moments made a splash with the recent introduction of Pink Vodka and the Holi Hai Edition towards the close of the financial year. The enthusiastic response from consumers underscores the brand’s keen market insight, making substantial contributions to its overall sales. Magic Moments Vodka offers a wide range of products in both the Semi-Premium and Premium Vodka categories, including Magic Moments Remix, Verve, and Dazzle. Additionally, the brand offers a selection of ready-to-drink vodka-based cocktails, catering to the diverse palate preferences of its consumers.
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Moreover, favorable word-of-mouth endorsements have bolstered the brand’s reputation and widespread acclaim. Given that newcomers to the liquor scene frequently seek recommendations, Magic Moments Vodka’s well-established name and exceptional quality have positioned it as a top choice for first-time liquor consumers, thereby playing a crucial role in its sustained success within the vodka market.
Abhishek Khaitan, the Managing Director of Radico Khaitan, expressed his enthusiasm, stating, “This milestone is a testament to Radico Khaitan’s unwavering dedication to delivering excellence to our consumers, as well as the relentless efforts of the Magic Moments team. It’s more than just a celebration for our brand or the company; it’s a tribute to the remarkable support and loyalty of our consumers. Their trust and backing have elevated Magic Moments Vodka to become a household name in India’s liquor industry, crafting memorable experiences for consumers across the nation.”
He further commented, “Throughout the years, Magic Moments Vodka has shown unwavering commitment as the country’s premier vodka brand, constantly innovating with new products, implementing strategic and relevant marketing campaigns, and cultivating a mutual passion for music, all to provide captivating consumer experiences.”
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