Radio Shaitan Expands Magic Moments Portfolio with AAM Anna Launch

BY ADMIN • FILED 20 Aug 2026, 9:25 AM

Radico Khaitan Limited has announced the launch of Magic Moments Aam Panna, a new flavoured vodka inspired by the popular Indian raw mango beverage. The launch, announced on August 20, 2026, expands the company’s Flavours of India portfolio and targets consumers seeking familiar Indian flavours in contemporary formats.

The new variant combines the tangy character of raw mangoes with premium vodka and features a sweet-and-sour profile and a crisp finish. According to the company, the product undergoes Magic Moments’ signature five-stage filtration process.

Magic Moments Expands Flavours of India Portfolio

With the launch of Aam Panna, Magic Moments’ Flavours of India portfolio now includes Thandaai, Alphonso Mango and Jamun SpicyMint, along with the new Aam Panna expression.

The portfolio is built around the brand’s “Soul of India” campaign, which seeks to connect traditional Indian flavours and cultural memories with contemporary drinking occasions.

Radico Khaitan said the growing response to its flavoured vodka offerings reflects increasing consumer interest in authentic, culturally relevant flavours.

Magic Moments Maintains Strong Market Position

Magic Moments Vodka has established a strong position in India’s vodka market. Radico Khaitan said the brand holds an estimated 60% market share and is India’s No. 1 vodka brand and the fifth-largest vodka brand globally.

The brand recorded 8.6 million cases in FY2026 and more than 3.25 million cases in Q1 FY2027, according to the company.

Radico Khaitan believes continued product innovation can help expand the vodka category and strengthen Magic Moments’ position in the flavoured vodka segment.

Flavoured Vodka Emerges as a Key Growth Driver

The company highlighted changing consumer preferences, premiumisation, cocktail culture, increasing in-home social occasions and greater acceptance of white spirits as key factors supporting the evolution of India’s vodka market.

According to Radico Khaitan, flavoured vodka accounted for more than 75% of vodka volumes in Q1 FY2027, making flavour innovation an important growth driver for the category.

The company also noted that vodka represented approximately 4.3% of India’s IMFL market in FY2026, increasing to 6.1% in Q1 FY2027. This compares with vodka accounting for nearly 28–30% of global spirits consumption, indicating potential headroom for the Indian category.

Abhishek Khaitan on the New Launch

Abhishek Khaitan, Managing Director, Radico Khaitan, said the company has consistently focused on innovation and understanding changing consumer preferences.

He described the Flavours of India portfolio as a celebration of India’s culinary heritage and said the success of Jamun SpicyMint, Alphonso Mango and Thandaai has reinforced demand for Indian-inspired flavours.

According to the company, Aam Panna represents the next stage of this strategy by bringing the familiar taste of a popular Indian summer beverage into a contemporary vodka format.

Digital-First Marketing Campaign

Radico Khaitan said the launch will be supported by a digital-first marketing strategy involving social media, contemporary storytelling and culture- and geography-led communication.

Kriti Sanon will be the face of the campaign, with the company aiming to present the Aam Panna flavour through a contemporary and locally relevant marketing approach.

Availability Across Key Indian Markets

Magic Moments Aam Panna will be available in multiple pack formats, including:

Quart
Pint
Nip
180 ml Pocket Pack
90 ml Pocket Pack

The product will be launched across key markets including Uttar Pradesh, Haryana, Uttarakhand, Rajasthan, Delhi, Maharashtra, Daman, Goa, Gujarat, Telangana, Karnataka, West Bengal, Assam and Madhya Pradesh.

What the Launch Means for Radico Khaitan

The Aam Panna launch strengthens Radico Khaitan’s product innovation strategy within the vodka segment. The company is targeting consumers who increasingly prefer differentiated flavours and products connected to familiar cultural experiences.

For investors, the key factors to monitor will be the market response to the new product, distribution expansion, flavoured vodka volumes, and the performance of the overall Magic Moments brand.

The launch also highlights Radico Khaitan’s focus on premiumisation and product innovation as the Indian spirits market evolves.

Disclaimer: This article is based on Radico Khaitan Limited’s corporate disclosure and press release dated August 20, 2026. The market share, category, and volume figures mentioned above are based on information provided by the company. The article is for informational purposes only and is not investment advice.