Radico Khaitan Unveils Morpheus Super Premium Whisky in Uttar Pradesh, Tapping into Rapidly Growing Luxury Spirits Market

Radico Khaitan Ltd. has launched Morpheus Rare Luxury Whisky in Uttar Pradesh, aiming to capture the growing premium spirits market. The exclusive Collector’s Edition Pack features a lavish gift box and bar collectibles, appealing to upscale consumers.

Lucknow, 27th June 2025: In a move that underscores its premiumisation strategy, Radico Khaitan Ltd., one of India’s largest homegrown alco-bev companies, has officially launched Morpheus Rare Luxury Whisky in the Uttar Pradesh market.

With this latest entry, Radico expands its premium portfolio, aiming to tap into the burgeoning 18+ million cases segment in India. The launch is marked by the release of an exclusive Collector’s Edition Pack—featuring a 750ml bottle housed in a lavish gift box complete with branded bar collectibles and a finely etched brand narrative. The first 12 buyers at each premium outlet in UP will be eligible for this limited-edition pack.

"Uttar Pradesh has emerged as a key market in the evolution of premium spirits," said Amar Sinha, Chief Operating Officer, Radico Khaitan Ltd. "The debut of Morpheus Rare Luxury Whisky here is not just a strategic rollout but a statement of our ongoing commitment to innovation, legacy, and quality."

Echoing this sentiment, Sudhir Upadhyay, Executive Vice President, added, "UP continues to be one of Radico’s most influential markets. With Morpheus, we’re intensifying our presence in the super-premium category and aiming to reshape consumer expectations in the region."

Morpheus Whisky is Radico Khaitan’s ambitious foray into the luxury whisky segment, following the success of Morpheus Brandy—India’s top-selling premium brandy with a 60% market share and international presence in 27 countries. The new whisky blends imported Scotch malts with select Indian grain spirits, aged in bourbon barrels to deliver a refined, fruity-floral character and a velvety finish.

Marketed as "The Spirit of Dreams," the brand aspires to connect with upwardly mobile consumers seeking elevated drinking experiences.

Priced at ₹1190 for a 750 ml bottle in Uttar Pradesh, Morpheus Super Premium Whisky will also be available in 375 ml, 180 ml, and 90 ml formats. The launch reinforces Radico’s broader vision of capturing a larger share of India’s rapidly expanding premium spirit’s market.