Radico Khaitan has expanded its Magic Moments Flavours of India portfolio with the launch of Aam Panna, a vodka variant inspired by the classic Indian summer drink. It joins Thandaai, Alphonso Mango and Jamun SpicyMint under the brand’s “Soul of India” campaign, built around Indian flavours and culture.
Magic Moments Aam Panna blends the tangy, sweet-and-sour taste of raw mango with vodka, refined through the brand’s five-stage filtration process for a crisp finish.
The launch comes as Magic Moments continues its strong run – the brand posted 8.6 million cases in FY2026 and crossed 3.25 million cases in Q1 FY2027, with flavoured vodka making up over 75% of vodka volumes for the quarter.
Radico Khaitan attributes the shift in India’s vodka category to premiumisation, cocktail culture, in-home socialising and growing acceptance of white spirits.
Abhishek Khaitan, managing director, Radico Khaitan, said the portfolio reflects the company’s focus on local flavour inspiration, and that Aam Panna builds on the response to its earlier desi-flavour launches.
Kunal Madan, chief marketing officer, said the rollout will use a digital-first marketing mix spanning social media, storytelling, and culture- and geography-led communication, with Kriti Sanon fronting the campaign.
Aam Panna will be available in Quart, Pint, Nip, 180 ml and 90 ml pocket packs across key markets including Uttar Pradesh, Haryana, Uttarakhand, Rajasthan, Delhi, Maharashtra, Daman, Goa, Gujarat, Telangana, Karnataka, West Bengal, Assam and Madhya Pradesh.
