Magic Moments launches Aam Panna vodka, expanding Flavours of India range
Synopsis
Radico Khaitan is betting that Aam Panna — one of India's most nostalgic summer drinks — can do for Magic Moments what Jamun SpicyMint and Alphonso Mango already did: pull new consumers into a vodka category that still accounts for just 6% of India's IMFL market, against a global benchmark of 28–30%.
Key Takeaways
Radico Khaitan launched Magic Moments Aam Panna on 20 August 2025 , the newest variant in its Flavours of India portfolio.
Magic Moments is India's No.
1 vodka brand and the 5th largest vodka brand globally , with 8.6 million cases sold in FY2026 .
The brand holds an estimated 60 per cent market share in India's vodka segment.
Flavoured vodka accounted for over 75 per cent of vodka volumes in Q1 FY2027 .
Vodka's share in India's IMFL market rose to 6.1 per cent in Q1 FY2027, up from 4.3 per cent in FY2026.
The launch is backed by a digital-first campaign featuring actor Kriti Sanon , rolling out across 14 states .
Radico Khaitan Limited on 20 August 2025 announced the launch of Magic Moments Aam Panna, the latest variant in its Flavours of India portfolio — a flavoured vodka line inspired by iconic Indian beverages. The new expression draws on the tangy, nostalgic character of raw mango panna and is positioned as the brand's next step in culturally rooted spirits innovation.
What the New Variant Offers
Magic Moments Aam Panna combines the tartness of raw mangoes with the brand's premium vodka base, refined through its signature 5-stage filtration process. The result, according to the company, is a balanced sweet-and-sour taste profile with a crisp finish tailored for the Indian palate. The variant will be available in Quart, Pint, Nip, 180 ml and 90 ml Pocket Pack formats.
The new expression joins an existing lineup that includes Thandaai, Alphonso Mango, and Jamun SpicyMint under the 'Soul of India' campaign umbrella — a portfolio strategy anchored in celebrating flavours that carry cultural memory across Indian generations.
Brand Scale and Market Position
Magic Moments Vodka is positioned as India's No. 1 vodka brand and the 5th largest vodka brand globally. The brand delivered 8.6 million cases in FY2026 and over 3.25 million cases in Q1 FY2027, according to Radico Khaitan. The company claims an estimated 60 per cent market share in the Indian vodka segment.
Category Dynamics Driving the Launch
India's vodka category is undergoing what the company describes as a multi-year structural transformation. Flavoured vodka accounted for over 75 per cent of total vodka volumes in Q1 FY2027, reflecting strong consumer appetite for innovation. Vodka's share within India's Indian Made Foreign Liquor (IMFL) market rose from 4.3 per cent in FY2026 to 6.1 per cent in Q1 FY2027, suggesting accelerating adoption even as the category remains well below its 28–30 per cent share of global spirits consumption.
This headroom, the company argues, makes culturally grounded flavour innovation a durable growth lever rather than a short-term trend.
What the Company Said
Abhishek Khaitan, Managing Director of Radico Khaitan, said: 'Magic Moments has consistently led the evolution of the vodka category in India through meaningful innovation and a deep understanding of consumer preferences. Aam Panna is the next expression of this journey. It captures one of India's most loved summer experiences and reimagines it for today's consumers in a contemporary format.'
Kunal Madan, Chief Marketing Officer of Radico Khaitan, said: 'At Magic Moments, innovation begins with culture. With Aam Panna, we are backing the launch with a robust, digital-first marketing mix that brings together social media, contemporary storytelling and highly relevant, culture- and geography-led communication. With Kriti Sanon as the face of the campaign, we are bringing this distinctly Indian flavour to consumers through a fresh, contemporary lens that is rooted in local relevance.'
Availability and Rollout
Magic Moments Aam Panna will be available across 14 key markets — Uttar Pradesh, Haryana, Uttarakhand, Rajasthan, Delhi, Maharashtra, Daman, Goa, Gujarat, Telangana, Karnataka, West Bengal, Assam, and Madhya Pradesh. The rollout is backed by a digital-first marketing campaign featuring actor Kriti Sanon, with geography- and culture-specific communication planned across markets.
Point of View
A figure Magic Moments has largely authored. The Aam Panna launch follows a proven template: root the flavour in cultural memory, pair it with a high-visibility face, and push through digital channels to reach younger, urban consumers. The real test is whether this deepens the category or merely reshuffles share within an already Magic Moments-dominant market. With vodka still at 6% of IMFL versus a 28–30% global norm, the headroom argument is credible — but execution across 14 diverse state markets, each with its own excise regime, is where most spirits launches stumble.
NationPress
20 Aug 2026
Frequently Asked Questions
What is Magic Moments Aam Panna?
Magic Moments Aam Panna is a new flavoured vodka launched by Radico Khaitan under its Flavours of India portfolio, inspired by the traditional Indian raw mango drink. It combines the tangy character of raw mangoes with Magic Moments' premium vodka, refined through a 5-stage filtration process.
Where will Magic Moments Aam Panna be available?
The variant will be available across 14 markets including Uttar Pradesh, Delhi, Maharashtra, Goa, Karnataka, Telangana, West Bengal, and others. It comes in Quart, Pint, Nip, 180 ml, and 90 ml Pocket Pack formats.
How big is Magic Moments in the Indian vodka market?
Magic Moments holds an estimated 60 per cent market share in India's vodka segment and is ranked the 5th largest vodka brand globally. The brand sold 8.6 million cases in FY2026 and over 3.25 million cases in Q1 FY2027.
Why is Radico Khaitan focusing on Indian-flavoured vodka?
Flavoured vodka accounted for over 75 per cent of India's total vodka volumes in Q1 FY2027, making it the strongest growth driver in the category. Radico Khaitan says consumer demand for culturally familiar flavours — rooted in Indian culinary heritage — is accelerating premiumisation and bringing new drinkers into the category.
Who is the brand ambassador for Magic Moments Aam Panna?
Bollywood actor Kriti Sanon is the face of the Aam Panna campaign. The marketing push is digital-first, with culture- and geography-specific communication planned across the 14 launch markets.
