Assam; IMFL to start off 4 ‘premium’ brands

Guwahati: Radico Khaitan Limited (RKL), the country’s largest IMFL (Indian Made Foreign Liquor) company, is all set to launch four premium brands in Assam thereby gaining a strong presence in the Northeast market.

The launch of Royal Ranthambore Heritage Collection Whisky, Jaisalmer Indian Craft Gin, Morpheus XO Premium Brandy, and Magic Moments Diesel Vodka here on January 11 will come amid great response from premium brands across the country and abroad.
Commenting on the upcoming launch, Amar Sinha, Chief Operating Officer, Radico Khaitan said, “After seeing the remarkable response from other parts of the country and abroad, we are excited to bring these premium offerings to Assam. We hope That there will be a similar answer here.

Through the launch of the brands, the company aims to enhance the brown spirit experience of consumers here.
A Fortune 500 company, Radico Khaitan Limited (RKL), is one of the oldest and largest manufacturers of IMFL in India. Earlier known as Rampur Distillery, RKL started its operations in 1943, and over the years emerged as a major spirits supplier and bottler to other spirits manufacturers.

Considering the rise in white spirit consumption worldwide, the company believes it is the perfect time to introduce Jaisalmer Indian Craft Gin and Magic Moments Diesel in the state.
As it is, Radico Khaitan has always focused on adapting to the changing consumption patterns of the industry and providing consumers with quality taste and a ‘luxury’ experience.
“Morpheus Premium XO Brandy, introduced in 2009 for those who ‘Dare to Dream’, was Radico Khaitan’s first foray into premiumisation. The company gained more confidence in the premiumisation approach as, further developing, it The brand has emerged as a leader in the brandy space capturing more than 60 per cent of the market share,” an official statement said on Monday.

Consequently, Radico Khaitan also launched a notch-up brand extension – Morpheus Blue XO Premium Brandy in 2013.

Last year, Radico Khaitan expanded its portfolio by adding new categories.
“Venturing into the white rum category, the company launched ‘1965 Spirit of Victory Lemon Dash,’ an addition to the Spirit of Victory family,” the statement said.

Also, to meet the growing demand for ready-to-drink beverages, the company introduced its Low Alcoholic Beverages (LABs), a line of refreshing ready-to-drink (RTD) cocktails under the Magic Moments umbrella. ‘ Magical Moments Vodka Cocktails.