Marketing Magic Moments

EH&C Staff - Bangalore

After the acquisition of Whytehall whisky from Bacardi Martini India Pvt Ltd last year, Radico Khaitan will now add vodka to its brand Magic Moments under which it already has gin.

The company will launch the Magic Moments vodka next month although they declined to comment on the pricing details. Says Abhishek Khaitan, managing director, Radico Khaitan Ltd (RKL), "The new vodka will be priced on par with leading domestic vodkas of the UB Group such as Romanov and White mischief."

Also doing well in markets such as Kerala and Andhra Pradesh is the recent introduction of Excellency brandy under the 8 PM umbrella. This flavour extension pitched against established brands has already mopped up monthly sales of approximately 10,000 cases.

Meanwhile, RKL closed the last financial year, 2004-05, with sales crossing 10 million cases. Its flagship brand 8 PM Whisky reported 37 per cent growth to close at 3.35million cases, while Contessa Rum accounted for depletions of 2.7 million cases. The medium-priced Old Admiral Brandy almost doubled its sales to 1.4 million cases.

"The new vodka along with Whytehall Whisky will be the main focus brands for the year which will be priced in the regular plus category alongside Seagram's Imperial Blue, and is coming through a packaging makeover in its bid for a rejuvenated stint in the marketplace," concluded Khaitan.