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Magic Moments Verve Lemon Lush brings the delight of Gandhoraj lemon to West Bengal
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Tuesday, 03 December, 2024, 16 : 00 PM [IST]
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Our Bureau, New Delhi
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Radico Khaitan Ltd., one of India’s leading spirits companies, announced the launch of Magic Moments Verve Lemon Lush in West Bengal, marking a significant step in this millionaire brand’s strategic expansion. This latest addition to the Magic Moments Verve range is set to appeal to the growing consumer demand for premium flavoured vodkas, offering a refreshing lemon-infused variant that combines pure Gandhoraj lemon juice with superior grains.
Building on the brand's success in key markets such as Jammu & Kashmir, Punjab, Uttarakhand, Delhi, Rajasthan, Uttar Pradesh, Assam, Madhya Pradesh, Maharashtra, Karnataka, Goa, Kerala, Pondicherry, and Telangana, the company aims to further strengthen its market presence in West Bengal. The launch of the flavoured vodka, infused with the distinctive Gandhoraj lemon sourced from West Bengal, is a strategic move considering the flavour palette for the Bengal audience.
The new variant’s smooth, refreshing taste and the citrusy flavour of the Gandhoraj lemons make it an ideal choice for the region's tropical climate. The product’s versatility also makes it an excellent base for a variety of cocktails, perfectly positioned to meet the growing trend of cocktail culture in urban social settings.
Amar Sinha, chief operating officer at Radico Khaitan Ltd., said, “Expanding Magic Moments Verve Lemon Lush into West Bengal aligns with our ongoing strategy of premiumisation and market expansion. With flavoured vodka now the largest growing segment in the category, we see significant potential in tapping into this demand with an innovative product offering that appeals to the evolving tastes of modern consumers. As the fourth-largest vodka brand globally, we continue to lead the market with a portfolio designed to meet the diverse preferences of our customers. The successful reception of this variant in other markets further strengthens our confidence in its success in West Bengal.”
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