Radico Khaitan is making a strong push into India’s premium spirits market with the launch of two new whiskies: TRIKAL Indian Single Malt and Morpheus Super Premium Whisky. These launches aim to strengthen Radico’s presence across both the luxury and super-premium segments, leveraging the success of its flagship Rampur Indian Single Malt.
TRIKAL Indian Single Malt, crafted at the historic Rampur Distillery, is positioned as Radico’s boldest step yet in the Indian single malt category. Priced between Rs 3,500 and Rs 4,500, it has initially launched in key states like Uttar Pradesh, Haryana, and Maharashtra, with plans for a broader national and international rollout soon. The company describes TRIKAL as a “temporal voyage” blending heritage and innovation, crafted to offer an indulgent experience that connects deeply with the essence of time itself.
Radico’s Managing Director, Abhishek Khaitan, sees TRIKAL as a landmark in the brand’s premiumisation strategy, reflecting the rapid growth and transformation of the Indian Single Malt segment over the past decade. COO Amar Sinha highlighted the meticulous process behind TRIKAL, from barley selection to the rare cask combinations used for maturation, emphasizing the blend of tradition and precision in its making.
Alongside TRIKAL, Radico has introduced Morpheus Super Premium Whisky, priced between Rs 1,200 and Rs 1,500. This whisky builds on the strong brand equity of Morpheus Brandy—which holds a 60% share in India’s super-premium brandy segment—and targets a younger, aspirational urban audience. The product is crafted with a blend of imported Scotch malts and Indian grain spirits, aged in Bourbon barrels to create a bold, full-bodied profile with fruity and floral notes.
Abhishek Khaitan framed Morpheus Whisky as a celebration of the “next generation of achievers” who define success on their own terms, marking an important strategic expansion for Radico Khaitan in the super-premium whisky market.
Together, these launches represent Radico Khaitan’s commitment to innovation and its ambition to dominate premium segments in the evolving Indian spirits landscape.
