Premium Brandy by Radico Khaitan ‘Morpheus’ Enters ‘Millionaire’ Club

Premium Brandy by Radico Khaitan ‘Morpheus’ Enters ‘Millionaire’ Club
Credit: © Reuters.

By Malvika Gurung -- India’s leading spirits manufacturer Radico Khaitan’s premium segment brandy, Morpheus Super Premium Brandy has entered the ‘Millionaire’ club, making it the sixth liquor brand of the company to enter the elite club.

Morpheus Super Premium Brandy is the first brandy in the premium segment to sell more than 1 million cases in the industry, stated Radico Khaitan (NS: RADC ) on Monday, elated with the brand’s achievement.

Morpheus Super Premium Brandy gets its name from the winged Greek god of dreams and is curated specifically for brandy aficionados in the watch for a more exotic, evolved and euphoric experience.

The premium brandy has climbed up the favourites ladder and become the market leader by claiming around 60% of the market share of the super-premium brandy segment.

The industrial alcohol manufacturer Radico Khaitan appointed Nidhhi Agerwal, a popular model and actress, as the brand influencer for Morpheus Brandy to boost the online presence of the premium brandy on digital platforms, with an aim to popularize the brand among youngsters and consumers in parts of southern India.

Other five Radico Khaitan portfolio liquors that have entered the ‘Millionaire’ brand club ahead of  Morpheus Super Premium Brandy include  8PM Whisky, Magic Moments Vodka, Contessa Rum, Old Admiral Brandy and 8 PM Premium Black Whisky.

The COO of the company, Amar Sinha said that the luxury spirit, Morpheus brandy has created a niche positioning for itself.

“Being the first super-premium brand from the house of Radico Khaitan, Morpheus took the Company’s premiumization drive to the next level. Whether it is to celebrate a special occasion or to unwind after a long day, Morpheus brandy is the perfect drink to elevate your experience,” he added.

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