Radico Khaitan Limited, one of India's leading liquor companies, announced the launch of its newest product, Morpheus Super Premium Whisky, on 23 May 2025. This new addition to its portfolio marks the company's strategic entry into the growing super premium whisky segment in India.

Known for its highly successful Morpheus Brandy, Radico Khaitan is now bringing the Morpheus legacy into the whisky domain. The Morpheus Super Premium Whisky is designed as a bold and refined offering, aimed at ambitious consumers who dare to dream and hustle hard to achieve their goals.

Crafted with a blend of imported Scotch malts and fine Indian grain spirits, and matured in Bourbon barrels, Morpheus Super Premium Whisky delivers a rich flavour profile. The whisky is infused with a distinct fruity and floral character, offering a smooth yet bold taste for a sophisticated palate.

Abhishek Khaitan, Managing Director of Radico Khaitan, expressed excitement over this launch, calling it a strategic milestone. He said that the new whisky pays tribute to achievers who define success on their own terms and represents the spirit of a new generation of goal-driven individuals.

The launch is built around a bold campaign with the hashtag BeYourDream, reflecting not just a marketing message but a mindset. The campaign targets consumers who are relentless dreamers, late-night strivers, and believers in bold pursuits. The whisky is meant to elevate moments, whether celebrating personal wins or enjoying social gatherings.

Radico Khaitan's Chief Operating Officer Amar Sinha added that the brand aims to stand out and dominate the super premium whisky segment where the company has not ventured before. He positioned Morpheus Whisky as an expression of strength, character, and ambition.

Morpheus Super Premium Whisky will be priced between INR 1200 and 1500, catering to urban professionals and mature consumers looking for refined, high-quality spirits. The launch also leverages the brand equity of Morpheus Brandy, India’s largest selling super-premium brandy with over 60 percent market share and presence in 27 countries.

This product launch is not just an extension of the product line but also a strategic expansion of Radico Khaitan’s premium alcohol portfolio, reinforcing its commitment to innovation and market leadership in the Indian spirits industry.

The launch also comes at a time when India’s super premium whisky segment is witnessing rapid growth, driven by rising disposable incomes, global exposure, and evolving consumer preferences towards better quality and brand-driven alcohol choices.

With Morpheus Whisky, Radico aims to tap into this evolving market and secure a strong foothold by delivering an offering that blends premium craftsmanship with a compelling lifestyle narrative.

The whisky’s formulation and branding aim to appeal to a demographic that values experience, excellence, and aspiration. The company has committed to supporting this launch with aggressive marketing and distribution efforts, ensuring Morpheus Whisky reaches top metropolitan and tier-one markets first, followed by a national rollout.

Morpheus Brandy already has a loyal customer base and strong visibility, and the company believes the whisky version will replicate this success. As such, the strategic synergy between existing brand equity and a new product category is expected to give Radico a competitive advantage.

Radico Khaitan is also keeping its investors and stakeholders informed through public disclosures in compliance with Regulation 30 of the SEBI Listing Obligations and Disclosure Requirements Regulations, 2015. The press release for the launch has been disseminated on the company’s official website.

According to Radico Khaitan’s Senior Vice President for Finance and Strategy, Saket Somani, the company will continue to pursue new opportunities while maintaining its focus on innovation, quality, and premiumisation across its product lines.

As a cautionary note, the press release includes a standard disclaimer regarding forward-looking statements, reminding stakeholders that while expectations are high, external variables such as market trends, regulatory changes, and economic fluctuations could influence the actual outcomes.

This latest offering is a bold step forward for Radico Khaitan, aligning with its broader vision of becoming a leading player in the premium and super premium spirits space, both in India and globally.

In summary, the launch of Morpheus Super Premium Whisky represents Radico Khaitan’s strong intent to grow within the premium liquor category, leveraging its iconic Morpheus brand and expanding its footprint in a highly competitive and fast evolving Indian whisky market.

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