With the increase in consumer experimental and experiential approaches, Global consumption of RTDs has increased dramatically during the past few years.
The largest IMFL manufacturer, Radico Khaitan, which produces the most popular vodka-Magic Moments in the nation. Has developed its LAB RTD cocktail mixes under the Magic Moments brand name dubbed “Magic Moments Vodka Cocktails”. To capitalize on the expanding trend.
Magic Moments Vodka Cocktail line, which has a vodka base with a 4.8% alcohol level, comes in can packaging with a fun, carefree vibe to capture the mood of casual, at-home, and outdoor gatherings.
Magic Moments Vodka Cocktails, range in price from Rs 200 to Rs 250, will be offered in three stimulating flavours: Cosmopolitan, Cola, and Mojito. This assortment will soon include a variety of bright flavours.
The brand is initially offered in Karnataka, and in the upcoming months, it will also be made available in Goa, Maharashtra, and Daman & Diu. By next year, we expect it to be a recognised national brand.
The product’s packaging in a can, which makes it convenient to handle it at home or on the road, is its distinctive selling point.
The product is canned at Woodpecker Distilleries & Breweries Private Limited in Karnataka. The facility possesses state-of-the-art infrastructure to cater to new-age bottling requirements.
“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”.
Mr. Amar Sinha, Chief Operating Officer of Radico Khaitan Limited, said,
“Vodka was traditionally used to make drinks. The only cocktails with vodka as the base alcohol content on the RTD market are Magic Moments Vodka Cocktails. With this launch, we also address a void in the LAB category that existed for RTDs of vodka-based cocktails. We are thrilled to reintroduce classic cocktail ingredients while giving them a modern touch”
he said.
According to a market analysis report by Grand View Research, the global ready-to-drink cocktail market was valued at over Rs 6400 CR in 2021. Is projected to rise at a CAGR of roughly 13.4% between 2022, 2030. Even those who don’t drink alcohol are excited to sample this brand-new alcobev variation.
RTDs are a relatively new business, but they are quickly gaining ground. Radico Khaitan, is sure that India will see a significant increase in RTD sales.
“The holiday season has traditionally been a fantastic time to launch new products in the market. The holiday season looks quite hopeful this year because the COVID outbreak prevented customers from celebrating for the previous two years. In the upcoming months, consumption and demand would increase due to social gatherings, events, festivals, and the wedding season. Vodka Cocktails RTDs, in our opinion, have never been introduced at a better moment”.
Additionally, Mr. Sinha noted that
Following the outbreak, the company has worked hard to reach premiumization targets and give customers fresh experiences.
Radico Khaitan responded to the changing consumer preferences by releasing Royal Ranthambore Heritage Collection Whisky. Magic Moments Dazzle during the holiday season of the previous year, and the strategy was successful.
The rising consumption of vodka or preference for using vodka in cocktails is another factor driving the launch.
About Radico Khaitan
