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Radico Khaitan’s Aam Panna Vodka Targets India’s Flavoured-Boom
Radico Khaitan launches Magic Moments Aam Panna, a raw mango vodka rolling out across 14 states. Flavoured variants now drive over 75% of India's vodka volumes, the company said.
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Radico Khaitan launched Magic Moments Aam Panna on Wednesday, a raw mango-flavoured vodka that extends the brand’s Flavours of India range. The product will roll out across 14 states and union territories, including Uttar Pradesh, Maharashtra, Delhi, Karnataka and Goa, in five pack sizes from 90 ml to a quart.
The new variant uses raw mango as its base and runs through the brand’s five-stage filtration system. It slots alongside three existing entries in the Flavours of India line: Jamun SpicyMint, Alphonso Mango and Thandaai.
Flavoured vodka now accounts for more than 75 per cent of vodka volumes in the first quarter of FY2027, according to figures the company cited. That makes it the primary growth driver for the category. Vodka’s share within India’s Indian Made Foreign Liquor (IMFL) market climbed from 4.3 per cent in FY2026 to 6.1 per cent in Q1 FY2027, though that remains well below the roughly 28-30 per cent share vodka commands in global spirits consumption.