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Radico Khaitan, the makers of the iconic Morpheus Brandy, announces the
launch of Morpheus Super Premium Whisky, a fearless, full-bodied blend that celebrates the
relentless dreamers, the late-night strivers, and the bold-hearted believers who live to chase
greatness.
Born from the unmatched excellence in the spirits industry, Morpheus Whisky is Radico Khaitan’s
next big leap to capture the fast growing super premium whisky segment. Crafted with imported
Scotch malts and fine Indian grain spirits, aged in Bourbon barrels and carrying a signature fruity
floral flair, this whisky is a masterstroke of smooth sophistication and bold character.
Stating his excitement for the launch, Mr. Abhishek Khaitan, Managing Director of Radico Khaitan
said, “With Morpheus Whisky, we are proud to extend this powerful legacy into the super-premium
whisky segment. This launch represents not just a strategic milestone for Radico Khaitan, but also a
toast to the next generation of achievers who redefine success on their own terms.”
At the heart of Morpheus Whisky lies a powerful narrative, it is a spirit for those who have earned
their first success and are ready to hustle for the next. The campaign reads #BeYourDream that isn’t
just a message, it is a mindset. Whether it's celebrating late-night wins, unwinding after the grind, or
elevating moments with friends. Morpheus is the refined choice for those who live with intent and
style while daring to achieve more.
Commenting on the launch, Mr. Amar Sinha, Chief Operating Officer at Radico Khaitan stated,
“With this launch, Radico Khaitan is staking its claim in one of the fastest growing super-premium
whisky segments, where no other Radico brand has ventured before. We are not here to blend in. We
aspire to dominate.”
Morpheus Super Premium Whisky is priced between INR 1200 and 1500. Radico Khaitan’s launch of
Morpheus Whisky marks a strategic extension of its premium portfolio, capitalizing on the
formidable equity of Morpheus Brandy, India’s largest super-premium brandy with over 60% market
share and presence in 27 countries.
Radico Khaitan Limited at a Glance:
Radico?Khaitan Limited (“Radico?Khaitan” or the Company) is among the oldest and one of the
largest manufacturers of IMFL in India. Earlier known as Rampur Distillery Company,?Radico?Khaitan
commenced its operations in 1943 and over the years emerged as a major bulk spirits supplier and
bottler to other spirit manufacturers. In 1998 the Company started its own brands with the
introduction of 8PM Whisky.?Radico?Khaitan is one of the few companies in India to have developed
its entire brand portfolio organically.
The Company’s brand portfolio includes Rampur Indian Single Malt Whiskies, Sangam World Malt
Whisky, Spirit of Victory 1999 Pure Malt Whisky, Jaisalmer Indian Craft Gin, Royal Ranthambore
Heritage Collection Royal Crafted Whisky, Happiness in a Bottle: A Happily Crafted Gin, Morpheus
and Morpheus Blue Brandy, Magic Moments Vodka, Magic Moments Remix Pink Vodka, Magic
Moments Verve Vodka, Magic Moments Dazzle Vodka (Gold & Silver), 1965 The Spirit of Victory
Premium XXX Rum and Lemon Dash Premium Flavored Rum, After Dark Whisky, 8PM Premium Black
Whisky, 8PM Whisky, Contessa Rum and Old Admiral Brandy.
Radico?Khaitan is also one of the largest providers of branded IMFL to the Canteen Stores
Department (CSD), which has significant business barriers to entry. The Company has distilleries
situated in Rampur, Sitapur and Aurangabad, Maharashtra which is a 36% joint venture. The
Company has a total owned capacity of 320 million litres and operates 43 bottling units (5 owned, 29
contract and 9 royalty bottling units). It is also one of the largest exporters of Alcoholic beverages
from India, with brands available in over 102 countries.
Source : PR Agency
