Radico Khaitan Expands Morpheus Whisky to 4 New States

WHISKY MARKET EXPANSION

Radico Khaitan is significantly expanding its super-premium Morpheus Whisky, launching it in four new states: Karnataka, Goa, West Bengal, and Haryana. This move follows exceptional performance in its initial markets of Uttar Pradesh, Rajasthan, and Delhi, where it achieved over 90% distribution in key outlets. Morpheus Whisky, introduced earlier this year as Radico Khaitan’s first foray into the super-premium segment, has surpassed company expectations.

The company aims for presence in more than 12 states by FY 2026. Priced competitively across different states, Morpheus combines imported Scotch malts and Indian grain spirits, aged in bourbon barrels. This expansion highlights the growing Indian consumer demand for premium alcoholic beverages and strengthens Radico Khaitan’s market leadership.

Radico Khaitan’s strategic expansion of Morpheus Whisky into four additional states—Karnataka, Goa, West Bengal, and Haryana—underscores a clear trend towards premiumization in the Indian alcoholic beverage market. The strong initial success in states like Uttar Pradesh suggests that consumers are increasingly willing to pay for super-premium offerings that combine craftsmanship with unique character, a sentiment echoed by Managing Director Abhishek Khaitan.

The varied pricing strategy across states, from ₹900 in Haryana and Goa to ₹1,830 in Karnataka, reflects the complexities of local taxes, market dynamics, and purchasing power. This nuanced approach is crucial for optimizing market penetration and profitability. Compared to its initial markets, some new states like Karnataka will see a higher price point, potentially positioning Morpheus as an even more exclusive offering there. Radico Khaitan’s ambition to be in over 12 states by FY 2026 demonstrates confidence in the brand and its ability to capture a significant share of the super-premium whisky segment, leveraging its heritage as one of India’s largest IMFL manufacturers.