New Delhi: Magic Moments, the flagship vodka brand from Radico Khaitan, India’s largest homegrown alcobev company, has achieved a landmark milestone by sustaining a record run rate sales of one million cases every month. The achievement further reinforces Magic Moments’ position as India’s leading vodka brand and the world’s fifth-largest vodka brand, while highlighting the growing scale and long-term potential of India’s vodka category.
During the quarter, Magic Moments delivered total volume of 3.25 million cases compared to 2.27 million cases in the same period last year, translating into 43% y-o-y growth.
With an estimated 60% market share, Magic Moments has played a defining role in shaping the evolution of India’s vodka market. The milestone comes at a time when the Indian vodka category is undergoing a structural transformation, driven by changing consumer preferences, premiumisation, cocktail culture, growing in-home social occasions, and increasing acceptance of white spirits among new-age consumers. Flavoured vodka has emerged as one of the strongest growth drivers for the category, accounting for over 65% of vodka volumes in FY26, as innovation continues to attract new consumers and encourage experimentation. While vodka accounts for nearly 28-30% of global spirits consumption, its share within India’s IMFL market remained below 5% in FY26, underscoring the significant headroom for long-term category growth.
Abhishek Khaitan, Managing Director, Radico Khaitan, said: “Selling one million cases every month is a significant milestone not just for Magic Moments, but also for the evolution of the vodka category in India. Over the past few years, we have witnessed a clear shift in consumer preferences, with younger legal-drinking-age consumers, evolving social occasions, the growing cocktail culture, and the rising popularity of flavoured vodka driving greater acceptance of white spirits. We believe this is a long-term structural shift rather than a short-term trend.
At Radico Khaitan, we recognised this opportunity early and have consistently invested in flavour-led innovation, premiumisation, consumer engagement and brand building. Our ‘Flavours of India’ range is a strong reflection of this approach, as an Indian company, we understand local preferences and the evolving palate of Indian consumers. By combining global vodka trends with uniquely Indian insights, we have been able to create offerings that connect deeply with consumers.
While India remains significantly underpenetrated compared to global vodka markets, this also presents a substantial long-term opportunity for the category. As category leaders, we remain committed to driving innovation, expanding consumer choice, and shaping the next phase of India’s vodka journey.”
As India’s consumption landscape continues to evolve, vodka has consistently outpaced the broader IMFL industry, supported by the growing popularity of flavoured variants, expanding cocktail culture, increasing in-home social consumption, widening adoption beyond metro markets, and a rising preference for lighter, more versatile spirits. These structural trends are expected to support the category’s sustained long-term growth.
With Magic Moments at the forefront of this evolution, Radico Khaitan remains committed to accelerating category development through innovation, premiumisation, and consumer-centric experiences while continuing to strengthen India’s evolving vodka culture.
