When the clock strikes 8PM, India's "Thaath"reaches a crescendo. No wonder, 8PM is the first brand in the liquor industry to make it the LIMCA book of records for selling one millon cases in the first year of its launch. Launched as a flagship brand of Radico, 8PM exhibits an unparalleled brand experience for its loyal customers, giving them a taste of real"Thaath". Made with the finest quality grain, new 8PM is an epitome of lavishness and quality drinking.
Whytehall - Classic Deluxe Whisky is a distinguished blend of aged scotch malts and the finest Indian spirits, skilfully blended to give a rich, warm, full-bodied whisky with a graceful after note that lingers. Truly a classic.
The Thought : The Night has different Connotations for different people, the night unfolds differently and brings a unique world of desire, adventure and excitement. In fact, its where the fun and action begins. After Dark, the brand here plays the role of getting people together, adding energy and spontaneity to the evening, giving people a world where the party never stops.
With an innovative brand portfolio of international repute, Radico Khaitan has been a pioneer in setting industry trends. Radico Khaitan has four millionaire brands 8 PM Whisky, Magic Moments Vodka, Contessa Rum and Old Admiral Brandy in its portfolio. 8 PM, the first brand of Radico was launched in 1999. With 8PM, not only Radico successfully entered the branded liquor sector but the brand managed to achieve a million cases in sales within a year of its launch. It also became first brand in the liquor industry to make it to Limca Book of Records. Since then, there has been no looking back for the company.
The phenomenally successful Old Admiral Brandy, launched in 2002 is another millionaire brand from Radico straddle.
After enjoying the flamboyant success of 8PM and Old Admiral Brandy, the company took the next leap and started premiumisation drive. In 2005, another millionaire brand Magic Moments Vodka was launched. The brand became became a huge success. The packaging of Magic Moments vodka has been a huge hit- frosted bottle with a unique guitar shaped glass window, a feature not seen in any other Indian vodka. There is direct printing on the bottle, a feature that does not exist in any Indian brand. Magic Moments crossed the million-case mark in 2010. Based on the success of Magic Moments, the Company also launched Magic Moments Remix Vodka- an extension of Magic Moments vodka into the flavoured category. Remix has 6 flavours – orange, green apple, lemon, lemongrass & ginger, raspberry and chocolate. The variants have invoked an extremely positive response. The experimental attitude of consumers and their thirst for premium variety was the key reason behind Radico Khaitan launching flavoured Magic Moments Vodka.
Contessa Rum which sells largely to the Indian Army's Canteen Stores Department (CSD) holds prominent market share in its category.