Radico Khaitan Expands Premium Spirits Portfolio with TRIKĀL, Morpheus
Radico Khaitan, one of India’s oldest and most respected IMFL manufacturers, has taken a bold step to redefine India’s presence in the premium and super-premium spirits space with the launch of TRIKĀL Indian Single Malt and Morpheus Super Premium Whisky.
These back-to-back launches not only reinforce Radico’s innovation-driven strategy but also mark a significant move to capitalize on India’s evolving consumer tastes and growing appetite for high-quality homegrown spirits.
TRIKĀL: A Timeless Expression of Indian Craft
TRIKĀL, Radico Khaitan’s latest entrant into the luxury whisky segment, is priced between ₹3,500 and ₹4,500. Initially launched in Uttar Pradesh, Haryana, and Maharashtra, it is slated for pan-India and international rollout in the coming months.
Crafted at the company’s 80-year-old Rampur Distillery, the name TRIKĀL derives from Sanskrit, meaning “three dimensions of time,” reflecting a harmonious blend of heritage, present-day craft, and future aspirations.
With tasting notes of warm spices, stone fruits, vanilla, toasted oak, honeyed peat, and subtle smoke, TRIKĀL is poised to capture both connoisseurs and new-age whisky lovers. The rare combination of maturation casks and locally sourced barley add unique complexity to its profile.
“Indian Single Malts have moved from niche to global icons. TRIKĀL represents our commitment to this evolving space,” said Abhishek Khaitan, Managing Director, Radico Khaitan.
Morpheus Super Premium Whisky: A Spirit for the Bold
Simultaneously, Radico has launched Morpheus Super Premium Whisky, priced between ₹1,200 and ₹1,500. Targeting India’s fast-growing super-premium whisky drinkers, this bold, full-bodied blend builds upon the legacy of Morpheus Brandy, which currently holds a dominant 60% market share in India’s super-premium brandy segment.
Positioned as “a spirit for dreamers and late-night strivers,” Morpheus Whisky is designed for a new generation of achievers who redefine success on their own terms.
“We are proud to extend the powerful legacy of Morpheus into the super-premium whisky category,” said Abhishek Khaitan.
“This launch is a strategic milestone for Radico and a celebration of the evolving Indian consumer.”
Chief Operating Officer Amar Sinha emphasized the brand’s aggressive positioning:
“We are not here to blend in. We aspire to dominate the super-premium whisky segment. Morpheus Whisky is our statement of intent.”
Scaling Operations for Global Demand
Radico Khaitan, founded in 1943, operates major distilleries in Rampur, Sitapur, and Aurangabad with a total owned capacity of 320 million litres per annum. Its products are currently exported to over 102 countries, giving the company a robust platform for global rollout of both TRIKĀL and Morpheus Whisky.
With India emerging as a key player in the global premium spirits arena, Radico Khaitan’s dual launch strategy is well-positioned to capture domestic aspiration and international attention alike.
Conclusion
The introduction of TRIKĀL and Morpheus marks a defining moment in Radico Khaitan’s journey—transforming the company from a legacy IMFL leader into a forward-looking powerhouse in premium spirits. With bold ambition, deep-rooted craftsmanship, and clear global intent, Radico is not just launching whiskies—it’s launching a movement.
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