Radico Khaitan, a well-known name in the Indian alcoholic beverage industry, is all set to expand the reach of its super-premium whisky in India. Yes, the prominent Indian liquor manufacturer is launching its super-premium brand Morpheus whisky in Karnataka, West Bengal, Goa, and Haryana. The company has taken this decision after witnessing the brand’s success in Delhi, Rajasthan, and Uttar Pradesh.
The launch of this premium whisky brand in India’s four new states is a part of Radico Khaitan’s strategic plan. According to this plan, the company plans to launch Morpheus whisky in over 12 states by the end of the fiscal year 2026. This will consolidate its focus on premiumising India’s alcoholic beverage market.
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Super-Premium Morpheus Whisky is crafted using Indian grain spirits and imported Scotch malts. It is matured in bourbon barrels, which offers a sophisticated and smooth taste with very unique floral and fruity notes.
The brand became a hit in India’s three big markets, like Delhi, Uttar Pradesh, and Rajasthan. It was well received by these three cities mainly for two reasons: the Indian blend and being aged in bourbon barrels. The whisky enjoys strong retail distribution with presence in over 90% of A and B category outlets in existing markets.
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Its pricing varies by state, completely based on different market conditions. In the initial markets, prices range from INR 1,400 in Rajasthan to INR 1,100 in Delhi and INR 1,190 in Uttar Pradesh for 750 ml bottles. In the newly launched states, the prices are: INR 1,830 in Karnataka, INR 900 in Haryana and Goa, and INR 1,400 in West Bengal.
The positive market response to Morpheus was also reflected in Radico Khaitan's share price. It saw an increase of 3.94% closing at INR 3,116 on the National Stock Exchange after its expansion announcement.
The Managing Director of Radico Khaitan, Abhishek Khaitan, expressed confidence that Indian consumers are looking for premium experiences in whisky increasingly.
The company is committed to growing in the super-premium segment and shaping the next phase of growth in India’s whisky market, and this brand is a symbol of the same. The Chief Operating Officer, Amar Sinha, also mentioned the rising demand for well-crafted, super-premium spirits among Indian consumers.
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Morpheus also has a Limited Collector’s Edition pack. This pack contains a gift box with a premium hip flask and coasters, making it ideal for gifting during festival seasons.
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This expansion establishes Radico Khaitan as a competitive player in India’s premium whisky segment. It caters to evolving consumer preferences for higher-quality drinking options.
What are your thoughts on this expansion?
