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Drinking better in terms of smoothness, quality, experience and flavours drives premiumisation but this trend has not adversely influenced volumes. They tie in with the strategy of chasing value rather than volume growth, says Abhishek Khaitan, Managing Director, Radico Khaitan Ltd.

Radico Khaitan anticipated the trend of ‘drink less but better,’ way back in early 2009 when they launched their first super premium product Morpheus XO Brandy. As the drinking out culture was gaining currency in India, Radico was conscious of the fact that the future lies in premiumisation and adopted the trend much before it picked up pace in India. Over the years, apart from new launches, many of their products have been upgraded and extended to the premium categories to capture the share of the respective segments and this has led to very encouraging response.

Magic Moments Verve has been launched in the segment above that of its parent brand Magic Moments Vodka; Morpheus Blue XO premium brandy has hit the market in the super premium segment. Now, their prized possession Rampur Indian Single Malt has been giving a tough fight to its contemporaries in the luxury segment.

“We are all set to launch Jaisalmer Indian Craft Gin in the Indian market to foray into the gin category,” says Abhishek Khaitan, Managing Director, Radico Khaitan, contextualising the company’s strategy vis a vis premiumisation.

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