New Delhi, 31st December 2021: Radico Khaitan Limited, India’s largest IMFL company, kicked off the new year festivities by launching a special edition “Celebration Pack” for Morpheus - India’s largest selling premium brandy. The limited-edition celebration pack will be available across Delhi, Uttar Pradesh, Telangana, Pondicherry and Karnataka in the first week of 2022. With its glorious appearance and arty packaging, the pack is sure to shine among consumers. The celebration pack is also a tribute to the art and crafts community marking a decade of godly craftsmanship of the blend.
Morpheus Premium Brandy, named after the winged Greek God of Dreams, was introduced in 2009 as a pilot to the company’s premiumization drive. A market leader in the category with over 65% of Market Share, Radico subsequently launched a notch-up brand extension, Morpheus Blue XO Premium Brandy to expand the brand to the upper segment. Morpheus Blue was launched in 2013 as a higher variant, following the overwhelming success of Morpheus, the only premium Brandy available across India.
A 360-degree campaign has also been rolled out to strengthen the launch of the Celebration Pack with Nidhhi Agerwal – Superstar of South India Cinema who is also the official Brand Influencer for Morpheus XO Brandy and Morpheus Blue XO Premium Brandy for all its marketing initiatives. A host of offline and online initiatives are underway to amplify the launch of this special edition pack.
Commenting on the launch, Amar Sinha, Chief Operating Officer, Radico Khaitan Limited said, “Morpheus embodies the spirit of celebration. As you celebrate this winter holiday season with your loved ones, let us give you another reason to look forward to 2022 in style with this Celebratory Pack.”
He further added “Morpheus is a hallmark brand for us, and the product's luxurious character allows a more heightened experience to the consumers. Morpheus Celebration Pack is one among the skew of innovative initiatives that are going to take the brand to another level in the years to come. It is a new year gift from us to our loyal consumer base and I am confident that this visual delight would leave a lasting impression on them.”
The pack will be available at the retail until March 2022.
About Radico Khaitan Ltd:
Radico Khaitan Limited (RKL) is one of the oldest and largest manufacturers of Indian Made Foreign Liquor (IMFL) in India. Earlier known as Rampur Distillery, RKL commenced its operations in 1943, and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers.The company launched its first brand 8 PM whisky in 1998 and over the years, has created five millionaire brands and over fifteen organically grown brands. Radico Khaitan Limited is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry. It has been successfully building its brand equity in international markets and currently exports its products to over 85 countries.
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Radico Khaitan Limited
Concept Public Relations India Limited