Radico Khaitan Ignites the Whisky World with an Explosive Launch of Morpheus Super Premium Whisky: A Spirit for the Daring

Radico Khaitan launches Morpheus Super Premium Whisky, a blend of Scotch malts and Indian grains. Priced between INR 1200 and 1500, it targets the growing super-premium segment.

Radico Khaitan, the makers of the iconic Morpheus Brandy, announces the launch of Morpheus Super Premium Whisky, a fearless, full-bodied blend that celebrates the relentless dreamers, the late-night strivers, and the bold-hearted believers who live to chase greatness.

Born from the unmatched excellence in the spirits industry, Morpheus Super Premium Whisky is Radico Khaitan's next big leap to capture the fast growing super premium whisky segment. Crafted with imported Scotch malts and fine Indian grain spirits, aged in Bourbon barrels and carrying a signature fruity floral flair, this whisky is a masterstroke of smooth sophistication and bold character.

Stating his excitement for the launch, Mr. Abhishek Khaitan, Managing Director of Radico Khaitan said, "With Morpheus Whisky, we are proud to extend this powerful legacy into the super-premium whisky segment. This launch represents not just a strategic milestone for Radico Khaitan, but also a toast to the next generation of achievers who redefine success on their own terms."

The Brand's Narrative and Campaign

At the heart of Morpheus Whisky lies a powerful narrative, it is a spirit for those who have earned their first success and are ready to hustle for the next. The campaign reads #BeYourDream that isn't just a message, it is a mindset. Whether it's celebrating late-night wins, unwinding after the grind, or elevating moments with friends, Morpheus is the refined choice for those who live with intent and style while daring to achieve more.

Further Remarks from Radico Khaitan

Commenting on the launch, Mr. Amar Sinha, Chief Operating Officer at Radico Khaitan stated, "With this launch, Radico Khaitan is staking its claim in one of the fastest growing super-premium whisky segments, where no other Radico brand has ventured before. We are not here to blend in. We aspire to dominate."

Pricing and Market Position

Morpheus Super Premium Whisky is priced between INR 1200 and 1500. Radico Khaitan's launch of Morpheus Whisky marks a strategic extension of its premium portfolio, capitalizing on the formidable equity of Morpheus Brandy, India's largest super-premium brandy with over 60% market share and presence in 27 countries.

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