Indian vodka Magic Moments hits 3.25m cases in Q1
Radico Khaitan believes there is ‘significant headroom’ to grow the vodka category in India after its Magic Moments brand sold 3.25 million nine-litre cases in the first quarter (Q1) of 2026.
The Indian spirits company said Magic Moments had reached a ‘landmark milestone’ by hitting one million cases for each month in Q1.
During Q1 of 2026, Magic Moments sold 3.25m cases compared to 2.2m cases year on year, representing growth of 43%.
Radico Khaitan described Magic Moments as India’s leading vodka brand with an estimated 60% market share.
According to The Brand Champions 2026 report, it was the seventh-largest vodka brand in the world last year. In 2025, Magic Moments recorded sales of 8.2m cases, a 14.6% rise from 2024.
The company believes Magic Moments has ‘played a defining role in shaping the evolution of India’s vodka market’.
Radico says flavoured vodka is one of the strongest growth drivers for the category, accounting for more than 65% of vodka volumes in 2026, driven by innovation.
It added that while vodka represents 28-30% of global spirits consumption, the segment’s share in the Indian-made foreign liquor (IMFL) market is below 5%, highlighting ‘significant headroom for long-term category growth’.
India ‘underpenetrated’ vodka market
Abhishek Khaitan, managing director of 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.”
Khaitan said the launch of the brand’s new Flavours of India line last year reflected this approach as it tapped into “local preferences and the evolving palate of Indian consumers”.
The range included vodka made with Alphonso mangoes from India and a festive-inspired Thandai expression that combined milk, saffron, rose petals, almonds, pistachios, mint, and a dash of black pepper.
He added: “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.”
Earlier this year, Radico Khaitan approved the establishment of a Scotch whisky division that will be 100% owned by the company.
The company’s portfolio includes brands such as Rampur Indian single malt, Sangam whisky, Jaisalmer Gin, The Kohinoor rum, The Spirit of Kashmyr, and D’Yavol Spirits.
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