There is no replacement for vodka nor is there a threat to the category, says Pallavi Kapoor, General Manager, Marketing – Radico Khaitan Limited. She says that vodka is unbeatable because of the drink’s unambiguous characteristics such as a neutral spirit without distinctive character, aroma, taste or colour. It is accepted as a playful and zesty drink which is popular across all age groups and genders.
Pallavi Kapoor, General Manager, Marketing, Radico Khaitan contextualises the vodka scene in India, saying in a country “dominated by brown spirits it exhibits a huge scope in the white spirit category and with the continuous innovations and experimentation, Magic Moments succeeded in exploiting the category.” This, she says resulted in significant market share and volumes. Year-after year, amid category’s growth fluctuations, Radico’s volumes spiked consistently at a CAGR of 5.4 percent. Cementing the position of the company in the industry further, the volume grew over 8 percent from last year, that is, from 2018-2019. Radico Khaitan makes the number 1 vodka in the country, mystically named Magic Moments. It dominates the category with a market share of over 50 percent and is present in plain as well as 8 vibrant flavours called Magic Moments Remix. It is the 11th largest selling vodka in the world and is available across the country. She goes on to explain that after the overwhelming success of Magic Moments Vodka and trailing around the industry trend of premiumisation, under the same umbrella, the company introduced a notch up offering called Magic Moments Verve.” Magic Moments Verve is also available in vivacious flavours such as Green Apple and Orange and graciously wears the crown of being the only bottle present in a canister pack in the category, in India.
