Aam Panna Finds Its Spirit

Aam panna is getting a new avatar, this time in a vodka bottle. Radico Khaitan has launched Magic Moments Aam Panna, the latest addition to its Flavours of India portfolio, bringing the familiar sweet-and-sour profile of the summer cooler to its vodka range.

The new expression combines the tanginess of raw mangoes with vodka and is refined through Magic Moments’ five-stage filtration process. The brand says the resulting profile is designed around a balanced sweet-and-sour taste with a crisp finish.

Aam Panna joins a line-up that already includes Thandaai, Alphonso Mango and Jamun SpicyMint, as Magic Moments continues to build its portfolio around flavours and beverages familiar to Indian consumers. The broader range is anchored in the brand’s “Soul of India” campaign, which looks to translate familiar flavours and cultural associations into contemporary drinking experiences.

Flavoured Vodka Drives Category Growth

The launch comes as flavoured vodka continues to gain ground in India. According to Radico Khaitan, flavoured variants accounted for more than 75 per cent of vodka volumes in Q1 FY2027. The company attributes the broader evolution of the vodka category to premiumisation, cocktail culture, growing in-home social occasions and increasing acceptance of white spirits among younger consumers.

Magic Moments currently holds an estimated 60 per cent share of the Indian vodka market, according to the company. The brand sold 8.6 million cases in FY2026 and more than 3.25 million cases in the first quarter of FY2027.

With Aam Panna, the brand is leaning further into the idea that familiarity can be a driver of experimentation. Rather than introducing an entirely unfamiliar flavour, the new variant draws on a drink that already has strong associations with Indian summers and childhood memories.

This article is published for informational purposes and contains brand/product information provided by Radico Khaitan. Alcohol consumption is injurious to health. Please consume responsibly. This content should not be construed as an encouragement to consume alcohol. Never drink and drive.