Excellence in Marketing (Silver) – Radico Khaitan Ltd
One of the largest alcoholic beverage companies in India, Radico Khai- tan has four millionaire brands under its portfolio. Its portfolio has leading brands such as 8PM, Contessa Rum, OAB, Magic Moments Vodka, Verve Vodka and Morpheus Brandy. With a constant focus on premiumization, the company has added to its portfolio innovative premium offerings across flavour categories. Its latest offerings include Magic Moments Electra, Re- gal Talons Rare Generation Whisky, Pluton Bay Rare Exotic Rum.
Radico is known to create a new segment/category. A strong follower of Blue Ocean strategy, it creates new products after extensive research and need gap analysis to fulfil the void between brands and provide consumers with new attractive options. It launched Magic Moments Remix flavoured vodka which offers a choice amongst multiple intriguing flavours and also introduced ELECTRA in the Ready to Drink segment which was devoid of any choice other than Breezer for over a decade. Then it came up with Pluton Bay Rum at a very strategic price point, creating a new premium segment. It also launched Regal Talons Rare Generation Whisky with a clutter breaking premium diamond cut bottle.
In addition to vanilla advertising, Radico leveraged new-age media like digital media to connect with consumers in the most innovative ways.
