Magic Moments is bringing one of India’s most familiar summer flavours into the vodka category.
Radico Khaitan Limited has launched Magic Moments Aam Panna, the latest addition to its Flavours of India portfolio. Inspired by the much-loved raw mango beverage, the new variant takes a distinctly Indian flavour and reimagines it through a contemporary vodka experience.
The launch marks another addition to the Magic Moments Vodka story. The brand, which is India’s No. 1 and the fifth-largest vodka brand globally, delivered 8.6 million cases in FY2026 and over 3.25 million cases in Q1 FY2027, continuing its growth through flavour-led innovation.
Magic Moments Aam Panna brings together the tangy character of raw mangoes and premium vodka, refined through the brand’s signature 5-stage filtration process. The result is positioned around a balanced sweet-and-sour profile with a crisp finish.
It joins Thandaai, Alphonso Mango and Jamun SpicyMint in the Flavours of India portfolio, which is rooted in the campaign thought “Soul of India.”
The launch also comes as flavoured vodka continues to play an increasingly important role in the category. Magic Moments holds an estimated 60% market share, while flavoured vodka accounted for more than 75% of vodka volumes in Q1 FY2027, driven by changing consumer preferences and greater experimentation within the category.
With Aam Panna, Magic Moments is continuing to look to Indian culture and flavour for its next chapter of innovation. The brand is backing the launch with a digital-first marketing mix spanning social media, contemporary storytelling and culture- and geography-led communication. Kriti Sanon is the face of the campaign, bringing the distinctly Indian flavour to consumers through a contemporary lens rooted in local relevance.
Commenting on the launch, Abhishek Khaitan, Managing Director, Radico Khaitan, said: “Magic Moments has consistently led the evolution of the vodka category in India through meaningful innovation and a deep understanding of consumer preferences. The Flavours of India portfolio is a celebration of India’s rich culinary heritage and our belief that local flavour inspiration can create truly differentiated experiences for consumers. The outstanding success of Jamun SpicyMint, Alphonso Mango and Thandaai has reinforced the growing demand for authentic Indian flavours. Aam Panna is the next expression of this journey. It captures one of India’s most loved summer experiences and reimagines it for today’s consumers in a contemporary format.”
Commenting on the launch, Kunal Madan, Chief Marketing Officer, Radico Khaitan, said: “At Magic Moments, innovation begins with culture. It is not just about what we put in the bottle, but also how we take it to consumers. With Aam Panna, we are backing the launch with a robust, digital-first marketing mix that brings together social media, contemporary storytelling and highly relevant, culture- and geography-led communication. With Kriti Sanon as the face of the campaign, we are bringing this distinctly Indian flavour to consumers through a fresh, contemporary lens that is rooted in local relevance.”
The broader Flavours of India range has already received a strong response across markets, reflecting growing consumer interest in authentic and culturally rooted flavours.
Magic Moments Aam Panna will be available in Quart, Pint, Nip, 180 ml Pocket Pack and 90 ml Pocket Pack formats across key markets including Uttar Pradesh, Haryana, Uttarakhand, Rajasthan, Delhi, Maharashtra, Daman, Goa, Gujarat, Telangana, Karnataka, West Bengal, Assam and Madhya Pradesh.
With raw mango joining the bottle, Magic Moments is adding another familiar Indian flavour to a portfolio built on turning cultural favourites into contemporary vodka experiences.
