With the increase in the experimental and experiential approach of consumers, the RTD category has seen exponential growth in global consumption in the last couple of years. To capitalise upon the growing trend, Radico Khaitan, maker of the highest-selling Vodka Magic Moments in the country, has introduced its low alcohol RTD cocktail mixes under the umbrella of the Magic Moments called Magic Moments Vodka Cocktails. Made with a vodka base with 4.8% alcohol content, Magic Moments Vodka Cocktail range comes in cans packaging with a refreshing look and feel to embody the spirit of relaxed, at-home and outdoor occasions.
Priced ranging between Rs. 200-Rs. 250, Magic Moments Vodka Cocktails will be available in three stimulating flavours – Cosmopolitan, Cola, and Mojito. A host of vibrant flavours will be added to this range in near future. The brand is available in Karnataka to begin with and will expand its footprint to Goa, Maharashtra, and Daman & Diu in the near term.
Sharing views on the timing of the entry into the market, Mr. Amar Sinha, Chief Operating Officer of Radico Khaitan Limited, said, “Being one of the oldest IMFL companies in the country plays to our advantage in terms of R&D and consumer feedback in the industry. The inclination of our consumers towards the ready-to-drink products and cocktail culture in the on-trade market gave us an insight into the changing consumer preferences. Magic Moments Vodka Cocktail comes forward as a solution to bridge the gap between the urge to experiment and the desire to experience your drink comfortably at home or on the go.”
“Traditionally, cocktails were made of Vodka. Magic Moments Vodka Cocktails are the only cocktails available in the RTD market that keeps Vodka as the base alcohol content. With this launch, we are also filling the gap in the low alcohol RTD category where vodka-based cocktails were missing. We are elated to bring the traditional ingredients for cocktails back into vogue but with a twist.” He highlighted.
People who do not consume liquor are also enthusiastic about trying this new alcobev variant in the market. A fairly new market, RTDs are fast catching up with the momentum, and Radico Khaitan, the name to reckon with in the Alcohol industry, is confident of capturing a large pie of the market in India.
Mr. Sinha also pointed out that “The festive season has always been a great time to introduce new products in the market. The social gathering, events, festivals, and wedding season would result in higher consumption and demand in the coming months. Since the COVID outbreak did not let customers indulge in festivities for the last two years, this year, the festive season looks very promising. We think there could not have been any better time to introduce Vodka Cocktails RTDs in the market.”
The launch is also driven by the increased Vodka consumption and preference for Vodka in cocktails. After the pandemic, the Company has been aggressively pursuing premiumization goals and providing new experiences to consumers. Launching Royal Ranthambore Heritage Collection Whisky and Magic Moments Dazzle during the festive season last year was one way for Radico Khaitan to address the evolving consumer demands and has reaped fruitful results.