{
  "id": 4022811,
  "title": "Peg by peg, Vodka's share is rising in India",
  "url": "https://urgent.news/2026/08/28/peg-by-peg-vodkas-share-is-rising-in-india",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-28T18:52:47.000Z",
  "source": {
    "name": "The Economic Times",
    "slug": "the-economic-times",
    "url": "https://economictimes.indiatimes.com/industry/cons-products/liquor/peg-by-peg-vodkas-share-is-rising-in-india/articleshow/133598495.cms"
  },
  "original_language": "en",
  "account": "Vodka is gaining significant ground in India's whisky-dominated liquor market, driven by younger consumers and women, as well as the appeal of flavoured and more mixable spirits. Radico Khaitan, a leading Indian liquor company, has witnessed its vodka category's share rise to 6.1% from 3.8% in 2025, marking the biggest increase in the spirits market. The shift has been predominantly at the expense of brown spirits, such as whisky, rum, and brandy, which make up about 90% of the overall market.\n\nAbhishek Khaitan, Radico Khaitan's MD, attributes the growth to Vodka's mixability and the introduction of new flavors that attract a broader range of consumers. The category has expanded by 20% over the past five years, with the rate of growth accelerating as the base has expanded. Radico's flagship Magic Moments vodka sold 3.25 million cases in the June quarter, a 43% increase from the previous year, accounting for 60% of the company's vodka market share.\n\nRadico Khaitan's premiumization strategy has shifted its focus to high-value products, such as its whisky Virasat and Rampur ranges, which cater to a price segment between ₹3,000-₹4,000 and ₹8,500-₹5 lakh, respectively. This move has reduced the company's exposure to fluctuations in grain and glass costs, and lessened its dependence on state-level price increases. The premium portfolio has allowed Radico Khaitan to maintain a 52% contribution to its overall portfolio, up from 40-43% earlier. However, the company plans to retain a regular-price portfolio only in states where it generates adequate margins.",
  "summary": null,
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}