Radico Khaitan has launched Morpheus Super Premium Whisky, targeting the fast-growing super-premium whisky segment.
The whisky is crafted with imported Scotch malts and fine Indian grain spirits, aged in Bourbon barrels, and features a fruity floral flair.
Mr. Abhishek Khaitan, Managing Director of Radico Khaitan, stated that the launch represents a strategic milestone and a toast to the next generation of achievers.
Mr. Amar Sinha, Chief Operating Officer at Radico Khaitan, commented that the company is staking its claim in the super-premium whisky segment with this launch, aiming for dominance.
The whisky is priced between ₹ 1,200 and ₹ 1,500.
This launch extends Radico Khaitan’s premium portfolio, leveraging the equity of Morpheus Brandy, which holds over 60% market share in India and is present in 27 countries.