Amar Sinha, COO, Radico Khaitan, said, “For our nation, cricket is not just a sport, it’s a religion, people follow cricket like they follow their religion. 8 PM Premium Black recognises this passion and with the launch of this World Cup pack, we are keen to become a part of the celebration and escalate the excitement for the World Cup to another level.”

The packs offer a chance to travel to Singapore, amongst other prizes.  Apart from the package, as a part of its 360 degrees World Cup campaign, the brand has also announced its Word Cup song - 8 PM Premium Black cricket anthem.

The packs will be available in Delhi, Punjab, Uttarakhand, and Uttar Pradesh in all SKUs. 

Radico has a total production capacity of over 157 million litres and it operates 28 bottling units across the country.