Radico Khaitan brings cheer with the celebration pack for Morpheus Brandy

Radico Khaitan, India’s largest IMFL company, kicked off the new year festivities by launching a special edition “Celebration Pack” for Morpheus, India’s largest selling premium brandy. The limited-edition celebration pack will be available across Delhi, Uttar Pradesh, Telangana, Pondicherry and Karnataka in the first week of 2022.

31 Dec 2021 | By Rahul Kumar

The pack will be available at retail until March 2022

The celebration pack is a tribute to the art and crafts community marking a decade of craftsmanship of the blend.

Morpheus Premium Brandy, named after the Greek god of dreams, was introduced in 2009 as a pilot to the company’s premiumisation drive. A market leader in the category with over 65% of Market Share, Radico subsequently launched a notch-up brand extension, Morpheus Blue XO Premium Brandy to expand the brand to the upper segment. Morpheus Blue was launched in 2013 as a higher variant, following the overwhelming success of Morpheus, the only premium Brandy available across India.

A 360 degrees campaign has also been rolled out to strengthen the launch of the Celebration Pack with Nidhhi Agerwal, superstar of South India cinema, acting as the official brand influencer for all its marketing initiatives. A host of offline and online initiatives are underway to amplify the launch of this special edition pack.

Amar Sinha, chief operating officer, Radico Khaitan, said, “Morpheus embodies the spirit of celebration. As you celebrate this winter holiday season with your loved ones, let us give you another reason to look forward to 2022 in style with this Celebratory Pack.”

He added, “Morpheus is a hallmark brand for us, and the product's luxurious character allows a more heightened experience to the consumers. Morpheus Celebration Pack is one among the slew of innovative initiatives that are going to take the brand to another level in the years to come. It is a new year gift from us to our loyal consumer base and I am confident that this visual delight would leave a lasting impression on them.”

The pack will be available at retail until March 2022.