Radico Khaitan is elevating the bar in India’s premium spirits phase with the launch of two distinctive whiskies,TRIKĀL Indian Single Malt and Morpheus Tremendous Premium Whisky, as a part of its strategic growth into each the posh and super-premium classes.
Following the worldwide success of Rampur Indian Single Malt, the corporate has launched TRIKĀL, a homegrown single malt crafted on the historic Rampur Distillery. Priced between ₹3,500 and ₹4,500, TRIKĀL is being launched throughout Uttar Pradesh, Haryana, and Maharashtra, with a nationwide and worldwide rollout on the horizon.
“TRIKĀL is just not merely a whisky, it’s a temporal voyage,” the corporate stated, calling it “a convergence of heritage and horizon… a whisky crafted not only for the second, however for each second that ever was, or ever can be.”
Managing Director Abhishek Khaitan described TRIKĀL as a milestone in Radico’s premiumisation journey. “The Indian Single Malt phase has witnessed a outstanding transformation over the previous decade… The launch of TRIKĀL marks yet one more milestone in Radico Khaitan’s journey to raise Indian spirits on the world stage and displays our long-term imaginative and prescient of investing in innovation-led, homegrown luxurious.”
Chief Working Officer Amar Sinha added, “TRIKĀL is a results of ardour and precision… Each component, proper from the choice of barley to the uncommon mixture of casks used for maturation… We’ve got blended custom and approach to create an indulgent expertise that connects with the deeper essence of time itself.”
Concurrently, the corporate has launched Morpheus Tremendous Premium Whisky, a daring, full-bodied mix priced between ₹1,200 and ₹1,500, focusing on India’s fast-growing super-premium whisky drinkers. Positioned as a spirit for dreamers and late-night strivers, it builds on the legacy of Morpheus Brandy, Radico’s iconic label with 60% market share in India’s super-premium brandy phase.
“With Morpheus Whisky, we’re proud to increase this highly effective legacy into the super-premium whisky phase,” stated Abhishek Khaitan. “This launch represents not only a strategic milestone for Radico Khaitan, but in addition a toast to the following era of achievers who redefine success on their very own phrases.”
Amar Sinha emphasised the model’s disruptive ambition. “With this launch, Radico Khaitan is staking its declare in one of many fastest-growing super-premium whisky segments… We’re not right here to mix in. We aspire to dominate.”
Whereas TRIKĀL appeals to subtle palates searching for layered, time-inspired malts, Morpheus targets youthful shoppers celebrating ambition and self-made success, marking a dual-pronged push by Radico Khaitan to say itself throughout the premium spectrum of India’s evolving alcobev market.
