Radico launches Morpheus Super Premium Whisky in UP

Radico Khaitan Ltd. has announced the launch of Morpheus Rare Luxury Whisky in Uttar Pradesh, marking its bold entry into the super premium whisky segment. This strategic expansion strengthens the company’s premium portfolio in a high-growth market segment that sees over 18 million cases annually.

The launch is accompanied by a Collector's Edition Pack, featuring a 750 ml bottle housed in an elegant gift box with branded bar collectibles and a narrated brand story. The first 12 customers at each premium outlet will receive this exclusive pack.

Morpheus Whisky is crafted with imported Scotch malts and Indian grain spirits, aged in bourbon barrels, and designed to deliver a smooth, fruity-floral profile. Building on the success of Morpheus Brandy, India’s top-selling premium brandy, this launch reflects Radico's premiumisation strategy and ambition to lead the evolving spirits market.

Besides the 750 ml bottle priced at ₹1,190, Morpheus Super Premium Whisky will also be available in 375 ml, 180 ml, and 90 ml formats across UP.