Magic Moments Adds Aam Panna To Its Flavours Of India Vodka Range
Radico Khaitan has launched Magic Moments Aam Panna, adding the raw mango summer drink to its Flavours of India vodka range.
- Brand: Magic Moments, from Radico Khaitan
- Range: Flavours of India, which already holds Thandaai, Alphonso Mango and Jamun SpicyMint
- Campaign thought: "Soul of India"
- Volumes: 8.6 million cases in FY2026 and more than 3.25 million cases in Q1 FY2027
- Flavoured vodka accounted for over 75% of vodka volumes in Q1 FY2027
- Spokespeople: Abhishek Khaitan, managing director, Radico Khaitan
The Number That Explains The Magic Moments Launch
Flavoured variants are more than three-quarters of Magic Moments' vodka volume. That single figure reframes what this launch is.
Flavour is not a line extension sitting beside the main business. It is the main business, and plain vodka is now the smaller half of the portfolio. Once that inverts, adding a variant stops being a marketing flourish and becomes the way the brand grows, which is why the range keeps expanding into flavours no international vodka house would consider.
Why Aam Panna Specifically
Aam Panna is not an exotic choice dressed up as heritage. It is a drink most Indian households actually make in summer, sharply sour, and already understood as a cooler.
That familiarity does two useful things. It removes the explanation problem, because nobody needs to be told what it tastes like. And it maps onto a serve, since a drink already consumed cold and long is easier to imagine as a cocktail base than a flavour invented in a lab.
Where The Category Is Going
Radico Khaitan attributes the shift to premiumisation, cocktail culture, in-home social occasions and a broader acceptance of white spirits. The in-home occasion is the one that matters most for a flavoured range: at a bar the bartender supplies the flavour, but at home the bottle has to do it.
Thandaai, Alphonso Mango, Jamun SpicyMint and now Aam Panna are all recognisably domestic reference points rather than imported ones. In a category long sold on foreign provenance, building the growth engine out of drinks people already know from their own kitchens is the more interesting strategic call, and the volume numbers suggest it is working.
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