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Radico Khaitan All Set for National Rollout of Morpheus Luxury Whisky

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After a strong start in Uttar Pradesh, Rajasthan and Delhi, Radico Khaitan is all set to launch Morpheus Whisky to four new key markets, Karnataka, Haryana, Goa and West Bengal.

Radico Khaitan is expanding the footprint of its newly launched Morpheus Whisky in the Super-Premium segment across the country from  Karnataka in South, Goa in West and West Bengal in East.

Morpheus was launched earlier this year as Radico Khaitan’s first-ever foray into the super-premium whisky segment. Radico Khaitan now aims to have a presence in more than 12 states by the end of FY 2026.

 Speaking about the expansion, Abhishek Khaitan, Managing Director, Radico Khaitan Ltd., 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.”

Adding to this, 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”.

 Reflecting the same thought in its design, the sleek bottle combines elegance with ease of handling, while the embossed Morpheus name on both sides creates a rich, tactile experience. The label, detailed with gold foiling at the base, symbolises the many layers within each individual that unfold over time, a beautiful metaphor for personal growth and discovery.

 Further elevating its appeal is a Limited Collector’s Edition Pack, which features an exclusive gift box containing a premium hip flask and four coasters, making it an ideal choice for gifting or collecting during the festive season. Morpheus Super Premium Whisky is available in 750 ml, 375 ml, 180 ml, 90 ml and 60 ml SKUs, with 750 ml Bottle priced at Rs. 1190 in UP, Rs. 1400 in Rajasthan and Rs. 1100 in Delhi. For the upcoming new markets, a 750 ml Bottle of Morpheus Whisky will be priced around Rs. 1830 in Karnataka, Rs. 900 in Haryana, Rs. 900 in Goa, and Rs. 1400 in West Bengal. It is currently available in over 90% of A and B category outlets across existing markets of UP, Rajasthan and Delhi.

Radico Khaitan, Nikhil Kamath Invest in SRK & Aryan Khan’s D’YAVOL Spirits

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  • First Launch to be Premium Tequila
  • In 2022, Aryan Khan and Bunty Singh had launched luxury apparel and small-batch spirits
  • Radico Khaitan acquires 47.5% of D’YAVOL for Rs 40 crore

Radico Khaitan, one of India’s largest alcoholic beverage players, and Zerodha co-founder Nikhil Kamath have joined forces with Bollywood icon Shah Rukh Khan and his son Aryan Khan to scale up D’YAVOL Spirits, a luxury alcohol venture set to debut with a high-end tequila.

Launched in 2022 by Aryan Khan and Bunty Singh as a lifestyle label, D’YAVOL first offered luxury apparel and small-batch spirits, later expanding into fashion with D’YAVOL X. The new spirits-focused entity will operate independently under CEO Leti Blagoeva.

The strategic alliance brings together Radico Khaitan’s manufacturing and distribution scale, D’YAVOL’s premium brand positioning, and Kamath’s consumer market expertise. The company will focus on “bottled-in-origin” international products, targeting affluent consumers in India and overseas.

Radico Khaitan has acquired 47.5% of D’YAVOL for Rs 40 crore, making it the largest shareholder. Apart from the Khans, the other founders of D’YAVOL are their friends Harprit Singh and his wife Leti Blagoeva who is the CEO, the total holding comes to 47.5%. Nikhil Kamath has invested 5% in D’YAVOL Spirits.  

“With D’YAVOL Spirits, we are entering a bold new chapter—merging our blending, marketing, and distribution strengths with the charisma of Shah Rukh Khan, the entrepreneurial vision of Aryan Khan, and Nikhil Kamath’s disruptive approach,” said Abhishek Khaitan, MD, Radico Khaitan. “This is a long-term investment that aligns with our growth strategy while opening new avenues in luxury spirits.”

Khaitan added that Radico had no plans to enter tequila, “but when conversations happened with Shah Rukh… and when we saw the product created by them, we decided to partner with them.”

The first product, a premium tequila, is expected to hit the market within months, possibly before the fiscal year ends. Over time, the portfolio will expand to include more internationally sourced, high-end spirits.

Shah Rukh Khan said, “Every great idea needs the right energy behind it. With Abhishek’s experience, Nikhil’s passion, and our creative instinct at D’YAVOL, we are building something bold, relevant, and future-facing.”

India’s alcoholic beverage market is steadily moving upmarket, fueled by rising incomes and evolving tastes. Industry leaders are increasingly investing in design, provenance, and global appeal to capture the growing premium segment.

Radico Khaitan—known for Rampur Indian Single Malt and Magic Moments Vodka—has been expanding globally. The company says D’YAVOL Spirits will run alongside its existing portfolio, aiming squarely at younger, aspirational consumers.