In the short span of time, Radico Khaitan has been able to make the transition from being a manufacturer of Extra Neutral Alcohol to being a company with a portfolio of hugely successful brands. Our understanding of market demands and ability to satisfy consumer needs has been responsible for this. Consistently superior quality, a wide range of products, innovative packaging, pricing to suit all pockets, a nation-wide distribution network that covers 95% of retail points, clubs and bars in the country, effective advertising, and popular events and promotions . all these elements go to making up Radico Khaitan's winning marketing mix.