Radico Khaitan Limited, one of the largest spirits companies in India (referred to as "Radico Khaitan" or the "Company"), announced today that its brand, Morpheus Super Premium Brandy has joined the millionaire club, making it the 6th brand from the Company's portfolio to achieve the million case mark. This also makes it the first brandy in the premium segment to sell over 1 million cases in the industry. Capturing the market within a short span, Morpheus became the market leader by claiming around 60% of market share of the super-premium brandy segment.
Named after the winged Greek god of dreams, Morpheus Super Premium Brandy targets brandy aficionados looking for a more exotic, evolved and euphoric experience. The brand is available in 25 states and being exported to 27 countries. It is also being sold in every CSD store in the country. Following the success of Morpheus XO Brandy, Radico Khaitan also expanded its brandy portfolio with a notch-up variant/brand extension, Morpheus Blue XO Premium Brandy.
Elated with the Company's achievement, Mr. Amar Sinha, COO, Radico Khaitan said, "It is a pleasure to talk about Morpheus brandy, a luxury spirit that has created a niche positioning for itself. This is a testament to the quality of the product and the hard work of our team. Being the first super-premium brand from the house of Radico Khaitan, Morpheus took the Company's premiumization drive to the next level. Whether it is to celebrate a special occasion or to unwind after a long day, Morpheus brandy is the perfect drink to elevate your experience."
To amplify its online presence in the digitally-driven world, the brand on-boarded Nidhhi Agerwal, a popular model and actress, as the brand influencer for Morpheus Brandy with an aim to increase the popularity of the brand among the youngsters and consumers in southern parts of India.
This is not the first time that a Radico Khaitan brand touched the one million mark. Prior to Morpheus Premium XO Brandy, 8PM Whisky, Magic Moments Vodka, Contessa Rum, Old Admiral Brandy and 8 PM Premium Black Whisky have entered the 'Millionaire' brands club.
Shares of Radico Khaitan Limited was last trading in BSE at Rs. 1146.80 as compared to the previous close of Rs. 1139.75. The total number of shares traded during the day was 11199 in over 1589 trades.
The stock hit an intraday high of Rs. 1173.60 and intraday low of 1116.30. The net turnover during the day was Rs. 12870649.00.