Radico Khaitan Ltd., one of India’s leading spirits companies, has launched Magic Moments Verve Lemon Lush in West Bengal, marking a significant step in this millionaire brand’s strategic expansion. The Magic Moments Verve range is set to appeal to the growing consumer demand for premium flavoured vodkas, offering a refreshing lemon-infused variant that combines Gandhoraj Lemon juice with superior grains.

Building on the brand’s success in key markets such as Jammu & Kashmir, Punjab, Uttarakhand, Delhi, Rajasthan, Uttar Pradesh, Assam, Madhya Pradesh, Maharashtra, Karnataka, Goa, Kerala, Pondicherry, and Telangana, Radico Khaitan aims to further strengthen its market presence in West Bengal.

The new variant’s smooth, refreshing taste and the citrusy flavour of the Gandhoraj lemons make it an ideal choice for the region’s tropical climate. The product’s versatility also makes it an excellent base for a variety of cocktails, perfectly positioned to meet the growing trend of cocktail culture in urban social settings.

Amar Sinha, Chief Operating Officer at Radico Khaitan Ltd., said, “Expanding Magic Moments Verve Lemon Lush into West Bengal aligns with our ongoing strategy of premiumisation and market expansion. With flavoured vodka now the largest growing segment in the category, we see significant potential in tapping into this demand with an innovative product offering that appeals to the evolving tastes of modern consumers. As the fourth-largest vodka brand globally, we continue to lead the market with a portfolio designed to meet the diverse preferences of our customers. The successful reception of this variant in other markets further strengthens our confidence in its success in West Bengal.”

Priced at ₹240 for 180ml, ₹450 for 375ml, and ₹860 for 750ml, Magic Moments Verve Lemon Lush is available in three convenient pack sizes across the state. The product will be distributed in prominent markets with strong demand for premium vodka, in line with Radico Khaitan’s strategy to reinforce its positioning as a leader in the premium spirits category.

Globally, Magic Moments continues to solidify its position as a market leader, earning recognition for its consistent quality and performance. According to the Brand Champions 2024 Report published by The Spirits Business, Magic Moments has been ranked as the 4th largest vodka brand by volume worldwide.

Additionally, Magic Moments Verve has been awarded Gold at the prestigious Global Monde Selection Awards for ten consecutive years (2013-2023). Specifically, Verve Lemon Lush has earned Gold for three consecutive years (2021-2023), alongside the International High-Quality Trophy, further cementing its status as a top-tier product in the spirits industry.