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Radico Khaitan, one of India’s largest homegrown alco-bev companies, is expanding the footprint of its newly launched Morpheus Whisky in the Super-Premium segment across the country, from Karnataka in the South, Goa in the West and West Bengal in East, marking the next chapter in the brand’s remarkable journey.
Launched earlier this year as Radico Khaitan’s first-ever foray into the super-premium whisky segment, Morpheus has quickly become a consumer favourite. The exceptional traction and strong depth of distribution in Uttar Pradesh have gone beyond expectations, prompting the company to open up the Rajasthan and Delhi markets in the North and accelerate its rollout plans across India. Radico Khaitan now aims to have a presence in more than 12 states by the end of FY 2026.
Abhishek Khaitan, MD, Radico Khaitan, said, “India’s whisky market is evolving rapidly, with consumers increasingly seeking premium experiences that combine craftsmanship with character. Morpheus symbolises our commitment to shaping this next phase of growth. We are truly humbled by the love and enthusiasm Morpheus has received since its launch. The response has re-emphasised our belief that Indian consumers are ready to embrace a new standard of luxury in whisky.”
Amar Sinha, Chief Operating Officer, Radico Khaitan, shared, “Morpheus reflects our vision to lead India’s next phase of premiumisation. The early success of the brand highlights a growing demand for well-crafted, super-premium offerings that connect with consumers on both quality and emotion. With the kind of momentum we have witnessed, we are delighted to bring Morpheus to new markets as we continue to strengthen our presence across the country.”
Crafted with Imported Scotch Malts and fine Indian Grain Spirits, and aged in Bourbon Barrels, Morpheus Super Premium Whisky offers a smooth, sophisticated taste with a distinct fruity and floral flair. Inspired by Morpheus, the Greek God of Dreams, the brand celebrates ambition, individuality and transformation, encouraging consumers to embrace their journey through its philosophy of “Be Your Dream.”
Morpheus Super Premium Whisky is available in 750 ml, 375 ml, 180 ml, 90 ml and 60 ml SKUs, with 750 ml Bottle. It is currently available in over 90 percent of A and B category outlets across the existing markets of UP, Rajasthan and Delhi. The brand continues to focus on top-premium retail channels and creating experiential visibility to connect with consumers in meaningful ways.