Radico Khaitan Ltd. unveils Morpheus Super Premium Whisky with a collector’s edition in UP, marking a major milestone in its premiumisation strategy.
Lucknow, 28th June 2025 — Radico Khaitan Ltd., one of India’s largest homegrown alco-bev companies, has officially launched Morpheus Super Premium Whisky in the Uttar Pradesh market. This rollout represents a pivotal expansion of Radico’s premium product portfolio and a calculated step toward capturing a greater share of India’s high-growth premium whisky segment, which now accounts for over 18 million cases annually.
As part of the launch, a specially curated Collector’s Edition Pack has been introduced, offering consumers an indulgent and elevated experience. This exclusive pack includes a 750 ml bottle of Morpheus Super Premium Whisky, elegantly presented in a premium gift box accompanied by branded bar collectibles and a beautifully inscribed brand story. The first 12 customers at each premium outlet in Uttar Pradesh will receive this limited-edition collectible pack.
With Uttar Pradesh being a critical market for Radico Khaitan’s whisky business, the state is witnessing remarkable momentum in the premium segment. Recognizing this trend, the company has strategically chosen UP as the launchpad for Morpheus Super Premium Whisky, reaffirming its intent to lead the premiumisation wave and outpace industry competition.
Sharing his enthusiasm about the launch, Amar Sinha, Chief Operating Officer at Radico Khaitan Ltd., said:
“The launch of Morpheus Rare Luxury Whisky in Uttar Pradesh is both a strategic and a symbolic milestone for Radico Khaitan. Introducing the new brands to this dynamic state reflects our continued commitment to elevating consumer experiences through innovation, quality, and legacy. We believe Morpheus will not only deepen our connect with aspirational consumers but also reinforce our leadership in India’s evolving premium spirits landscape.”
Echoing the sentiment, Sudhir Upadhyay, Executive Vice President, Radico Khaitan Ltd., added:
“Uttar Pradesh remains one of our most strategically important markets, contributing a significant growth to Radico Khaitan’s domestic volumes. With Morpheus Whisky, we are not only strengthening our presence but also aiming to increase our share in UP’s evolving spirits landscape. This launch is a bold step in our journey to lead the premiumisation wave and redefine consumer expectations in one of India’s most influential markets.”
Morpheus Super Premium Whisky builds on the strong foundation of Morpheus Brandy, India’s best-selling premium brandy with over 60% market share and a presence in 27 countries. The new whisky variant is crafted using imported Scotch malts blended with fine Indian grain spirits. Aged in Bourbon barrels, it delivers a refined profile with fruity-floral notes and a smooth, sophisticated finish. The brand’s tagline, “The Spirit of Dreams,” captures its essence—crafted for consumers who aspire to go beyond the ordinary.
In Uttar Pradesh, Morpheus Super Premium Whisky is priced at INR 1,190 for a 750 ml bottle, and will also be made available in 375 ml, 180 ml, and 90 ml pack sizes.
This launch aligns seamlessly with Radico Khaitan’s long-term strategy to premiumise its product range and capture a commanding position in India’s fast-evolving alcoholic beverages market.