The premium whisky is expanding its market presence beyond Uttar Pradesh
After an overwhelming response in Uttar Pradesh, Radico Khaitan is expanding the footprint of its newly launched Morpheus Whisky in the super-premium segment across the country – from Karnataka in the south, Goa in the west, to West Bengal in the east, marking the next chapter in the brand’s remarkable journey.
Launched earlier this year as Radico Khaitan’s first-ever foray into the super-premium whisky segment, Morpheus has quickly become a consumer favourite. The exceptional traction and strong depth of distribution in Uttar Pradesh have gone beyond expectations, prompting the company to open up the Rajasthan and Delhi markets in the North and accelerate its rollout plans across India. Radico Khaitan now aims to have a presence in more than 12 states by the end of 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. The response has re-emphasised our belief that Indian consumers are ready to embrace a new standard of luxury in whisky,” says Abhishek Khaitan, Managing Director, Radico Khaitan.
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,” Amar Sinha, Chief Operating Officer.
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.”
Radico Khaitan has distilleries in Rampur, Sitapur and Aurangabad in Maharashtra. The company has a total owned capacity of 321 million litres and operates 44 bottling units, which include five owned, 39 contract and royalty bottling units. It is also one of the largest exporters of Alcoholic beverages from India, with brands available in over 100 countries.
