Investor Center :: Brand Story
   
   
  From its inception as a distillery in 1943, today Radico Khaitan is the 3rd largest IMFL spirits company in India. It has 32 bottling units spread across India, 5 of which are self owned.

The Radico stable today has 4 millionaire brands – Magic Moments Vodka, 8PM Whisky, Old Admiral Brandy, and Contessa Rum. The company made its foray into semi-premium segment with the launch of Magic Moments Vodka in 2005.

With the launch of Morpheus brandy in 2009 and ‘After Dark’ & ‘Eagles Dare’ whisky in 2010, Radico has established itself as a key player in the premium segment.
Radicos brands symbolize youthfulness, a contemporary attitude and aspirational values as they deliver smother blends and value for money.

   
 
8PM was launched in 1998, it went on to sell a million cases in the year of its launch for which its showcased in the Limca Book of Records. It has also been facilitated at the International Spirits Challenge and won numerous advertising awards for its ‘Border’ commercial.
The brand has gone on to add value to its look by the launch of a new designed ‘heavy’ bottle and the product offering has also become more premium with 8PM becoming a grain blended whisky.
   
   
 
In 2005, Radico entered the deluxe vodka segment with the launch of Magic Moments Vodka. It was an innovation in more ways than one. The first was the creation of a new price point and the 2nd was an innovation in packaging with a unique guitar shaped window. Over the years the brand has changed its look to now have a sleeker avatar with a frosted bottle and a guitar shaped window, not seen in any other brand in its category.
Magic Moments has won accolades in the International arena every year at forums like the ISC, Monde Selection and IWSC. It became a millionaire brand in FY’09.
M2 is driving the semi premium vodka category with more than 80% market share.
   
   
 
In 2008, a brand extension of Magic called ‘Remix Flavored Vodka’ was launched. It showcased 6 flavors – green apple, orange, lemon, lemongrass & ginger, chocolate and raspberry.
   
   
 
Contessa Rum is yet another flagship Radico success story. It’s a Millionaire brand with close to 20% market share in the Indian CSD rum market. It is also the proud recipient of awards in the ISC and Monde Selection in 2008.
   
   
 
Old Admiral Brandy was launched in 2002. Since its launch its become an instant success garnering accolades at International forums as well as being declared a Millionaire brand for Radico. Actress Jennifer Kotwal was chosen as the celebrity endorser for OA in 2008-09. An exclusive campaign with her let the brand to receive an overwhelming response from trade and consumers as it sold 2.73 million cases in FY2010.
   
  “The strength of Radico lies in its strong distribution system of over 400 wholesalers who cater to above 95% of the retail outlets all over India. Radico also has 32 bottling units out of which 5 are self owned. Over the years we have strived to achieve a strong backward integration process with a PET plant in Uttranchal, a success story of 4 millionaire brands and a strong market share in CSDs.

In the future we are poised to focus on leading each of these brands to scale new heights while optimizing the product quality. At the same time, people can look forward to many new entrants from the Radico stable with our promise of outstanding quality and a strong brand premise.”

   
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