Grain-based Vodka from Radico Khaitan

New Delhi, July 30 (UNI) Aimed at the semi-premium segment, Radico Khaitan Limited, has announced the launch of its first grain-based triple distilled Vodka pegging its price slightly above the molasse-based lower category drink, but far below the top of the line product.

Radico Khaitan,the makers of the popular Contessa Rum and 8 PM Whisky, has entered the four-million Indian Vodka market growing annually by 40 per cent. Company Managing Director Abhishek Khaitan told UNI that the unique feature of the 'Magic Moments' Vodka is about its grain base, yet priced at far below the level of premium segments.

Radico Khaitan would adopt on-premise-outlet marketing strategy to build the product, besides going in for promotional activities through sponsoring of social events, company President( Sales and Marketing) R Vaziraney said.

The company,earlier known as Rampur Distilleries,does not prefer signing a high-profile brand ambassador for pushing its products suit.''We believe that that the personality of a brand ambasssador can affect the personality of a brand,'' he said.

Radico is a leading player in the Indian liquor industry with a turnover of Rs 1135 crore and a market share of 12 per cent. With an annual production capacity of 60 million litre, it is one of the largest distilleries in the country.

UNI SI PC RS1125