Restaurant India News: Morpheus Whisky Strengthens Radico Khaitan’s Premium Portfolio Across Key Indian Markets
Restaurant India News: Morpheus Whisky Strengthens Radico Khaitan’s Premium Portfolio Across Key Indian Markets

Radico Khaitan, one of India’s leading alco-bev companies, has announced the expansion of its premium whisky brand Morpheus to four new states — Karnataka, Goa, West Bengal, and Haryana. The move marks another step in the company’s strategic plan to strengthen its presence in the premium spirits segment. According to the company, Morpheus is currently available in several markets and aims to expand its footprint to more than 12 states by the end of FY26.

Abhishek Khaitan, Managing Director, Radico Khaitan, said, “Morpheus symbolises our commitment to shaping this next phase of growth. The market response has re-emphasised our belief that Indian consumers are ready to embrace a new standard of luxury in whisky.”

Morpheus Whisky is crafted using imported Scotch malts blended with Indian grain spirits and matured in bourbon barrels, offering a refined balance suited for evolving consumer preferences. The whisky is priced between Rs 900 and Rs 1,400 for a 750 ml bottle, depending on the state. In markets where it is already available, the brand enjoys a strong retail presence, with distribution across over 90 percent of A and B category outlets.

The expansion of Morpheus underlines Radico Khaitan’s continued focus on the premiumisation trend in India’s alcoholic beverages market. With consumer demand shifting towards higher-quality spirits and experiential drinking, the company’s strategy aims to consolidate its position in the premium whisky category.

 
Stay on top – Get the daily news from Restaurant India in your inbox
Latest Updates