"Over the last 10 years Radico has grown to be the second largest in the country by volumes. We have been able to create many 'millionaire' brands. The Magic Moments Vodka, launched in the semi-premium segment about 2 years ago, has crossed 650,000 cases, and is hopefully headed to cross the 1 million mark this year. In the semi-premium segment, we have a 75 per cent share, in the country. We have also put in the market 6 varieties of flavour, such as 'lemon grass and ginger' (perhaps, the first in the world) chocolate, and green apple. Brand ambassador for this Vodka is Hrithik Roshan, the youth icon. Growth of vodka sales in India is at 30 per cent p.a. compared to 10 per cent for the total liquor industry. Similarly the Masterstroke Whisky, a product of the 50:50 JV with Diageo, is doing well in the first year. In the next 15 months Radico is launching two more brands in the premium range, in the brown spirit (whisky, brandy and rum) segment. One of these will be launched in the current financial year."
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