New Delhi: Following an overwhelming reception in Uttar Pradesh, Radico Khaitan Ltd., one of India’s largest homegrown alco-bev companies, is set to expand its Morpheus Luxury Whisky into four key markets — Karnataka, Haryana, Goa, and West Bengal.
Launched earlier this year as Radico Khaitan’s first entry into the super-premium whisky segment, Morpheus has quickly become a consumer favourite. Its early success in Uttar Pradesh prompted the company to enter Rajasthan and Delhi, and now accelerate its rollout across India. Radico Khaitan aims to establish a presence in more than 12 states by FY 2026.
“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,” said Abhishek Khaitan, Managing Director, Radico Khaitan Ltd.
“Morpheus reflects our vision to lead India’s next phase of premiumisation. The early success highlights a growing demand for well-crafted, super-premium offerings that connect with consumers on both quality and emotion,” added Amar Sinha, Chief Operating Officer, Radico Khaitan Ltd.
Craftsmanship Meets Elegance
Morpheus Super Premium Whisky is crafted with imported Scotch malts and fine Indian grain spirits, aged in Bourbon barrels, delivering a smooth, sophisticated taste with fruity and floral notes. Inspired by Morpheus, the Greek God of Dreams, the brand encourages consumers to embrace ambition and individuality with its philosophy of “Be Your Dream.”
The whisky’s sleek bottle design, embossed with the Morpheus name and accented with gold foiling, reflects elegance and personal growth. A Limited Collector’s Edition Pack includes a premium hip flask and four coasters, targeting festive gifting and collectors.
Availability and Pricing
Morpheus is available in 750 ml, 375 ml, 180 ml, 90 ml, and 60 ml SKUs. Pricing for 750 ml bottles in the new markets is projected as follows:
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Karnataka: INR 1,830
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Haryana: INR 900
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Goa: INR 900
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West Bengal: INR 1,400
In existing markets — UP, Rajasthan, and Delhi — the brand is already present in over 90% of A and B category outlets, focusing on top-premium retail channels and experiential consumer engagement.
About Radico Khaitan
Founded in 1943 as Rampur Distillery Company, Radico Khaitan is one of India’s oldest and largest IMFL manufacturers. The company’s portfolio includes Rampur Indian Single Malt Whisky, Sangam World Malt Whisky, Kohinoor Reserve Indian Dark Rum, Jaisalmer Indian Craft Gin, and its latest Morpheus Luxury Whisky among others.
With distilleries in Rampur, Sitapur, and Aurangabad (36% JV), Radico Khaitan has a total owned capacity of 321 million litres and operates 44 bottling units. It is also a leading exporter, with brands available in over 100 countries, and a major supplier to the Canteen Stores Department (CSD) in India.
