Radico Khaitan publishes Trikālin and Morpheus whiskey, eyes luxury and super premium pushes

Radico Khaitita grows a bar in the Indian premium alcohol segment by launching two distinctive whiskeys, Trikāl Indian Single Malt and Morpheus Super Premium whiskey, as part of its strategic expansion to both the luxury and super-premium class.

Since the global success of the Rampur Indian Single Malt series, the company has introduced one trikāl made of a home -plated home -made home -made home -based Ramppur. Trikāl, priced at 3,500 – 4500 – 4500, Uttar Pradesh, Haryana and Maharashtra, on the horizon of national and international commissioning.

« Trikāl is not just a whiskey, it is a temporal journey, » the company said, calling it « the convergence of the heritage and horizon … whiskey is not just at the moment, but for every moment that has ever been or never. »

CEO Abhishek Khaititan described Trikālia on the Radico Premium trip. « India’s single Mallas segment has seen a significant change in the last decade … Trikāl marks another milestone on the trip of Radico Khaitan on the way to raise Indian spirits on a world scene and reflects our long-term view of investing in innovation-leading, home-led luxury. »

Operational director Amar Sinha added: « Trikāl is the result of passion and accuracy … Every element, immediately from the choice of barley to mature, to combine rare pillows … We have mixed up with tradition and technology to create a deeper state of the time. »

At the same time, the company has launched the Morpheus Super Premium whiskey, a bold, full poem, at a price of $ 1,200-1500, aimed at the rapidly growing Super-Premium whirlpool in India. Radico’s iconic label, 60% market share in the Indian Super-Premium Brandy segment.

« With the help of the Morpheus whiskey, we are proud to expand this strong heritage to the Super-Premium-whiskey segment, » said Abhishek Khaita. « This launch is not only a strategic milestone for Radico Khaitan, but also to the next to the toast, who redefine success on their own terms. »

Amar Sinha emphasized the brand’s disturbing ambition. « With this trigger, Radico Khaita presents his claim in one of the fastest growing super-premium whiskey segments … We’re not confusing here. We strive to control. »

While Trikāl appeals to sophisticated flavors looking for layered, time inspired by malt, Morpheus is targeted at younger consumers who celebrate ambition and self-succeeding, marking the double-based pushing of Radico Kaititan to convince himself over the Indian Indian Premium-Speccers of the Indian India.