Radico Khaitan Limited has expanded its Magic Moments Flavours of India portfolio with the launch of Magic Moments Aam Panna, inspired by the popular Indian raw mango beverage.
The new variant brings the tangy flavour of raw mango together with premium vodka, offering a sweet-and-sour profile with a crisp finish. The product is refined through Magic Moments’ signature five-stage filtration process.
The launch strengthens Magic Moments Vodka’s position as India’s No. 1 vodka brand and the fifth-largest vodka brand globally. The brand recorded 8.6 million cases in FY2026 and more than 3.25 million cases in Q1 FY2027, with flavour-led innovation continuing to drive its growth.
Aam Panna joins Thandaai, Alphonso Mango and Jamun SpicyMint in the Flavours of India portfolio, which is built around the brand thought ‘Soul of India’.
According to Radico Khaitan, flavoured vodka accounted for more than 75% of vodka volumes in Q1 FY2027, reflecting increasing consumer experimentation and demand for distinctive flavours. Magic Moments holds an estimated 60% market share in the vodka category.
Abhishek Khaitan, Managing Director, Radico Khaitan, said the Flavours of India portfolio reflects the company’s focus on drawing inspiration from India’s culinary heritage to create differentiated consumer experiences. He added that the success of existing variants such as Jamun SpicyMint, Alphonso Mango and Thandaai encouraged the brand to introduce Aam Panna as the next expression of the portfolio.
Kunal Madan, Chief Marketing Officer, Radico Khaitan, said the Aam Panna launch will be supported by a digital-first marketing strategy combining social media, contemporary storytelling and culture- and geography-led communication. Kriti Sanon will feature as the face of the campaign.
Magic Moments Aam Panna will be available in Quart, Pint, Nip, 180 ml Pocket Pack and 90 ml Pocket Pack formats across markets including Uttar Pradesh, Haryana, Uttarakhand, Rajasthan, Delhi, Maharashtra, Daman, Goa, Gujarat, Telangana, Karnataka, West Bengal, Assam and Madhya Pradesh.