After a strong start in Uttar Pradesh, Rajasthan & Delhi, Radico Khaitan is all set to launch Morpheus Whisky to four new key markets, Karnataka, Haryana, Goa and West Bengal.

New Delhi : Following an overwhelming response in its debut market of Uttar Pradesh, Radico Khaitan Ltd., one of India’s largest homegrown alco-bev companies, is expanding the footprint of its newly launched Morpheus Whisky in the Super-Premium segment across the country from  Karnataka in South, Goa in West and West Bengal in East, marking the next chapter in the brand’s remarkable journey.

Launched earlier this year as Radico Khaitan’s first-ever foray into the super-premium whisky segment, Morpheus has quickly become a consumer favourite. The exceptional traction and strong depth of distribution in Uttar Pradesh have gone beyond expectations, prompting the company to open up the Rajasthan and Delhi markets in the North and accelerate its rollout plans across India. Radico Khaitan now aims to have a presence in more than 12 states by the end of FY 2026.

Speaking about the expansion, Mr. Abhishek Khaitan, Managing Director, Radico Khaitan Ltd., said,“India’s whisky market is evolving rapidly, with consumers increasingly seeking premium experiences that combine craftsmanship with character. Morpheus symbolises our commitment to shaping this next phase of growth. We are truly humbled by the love and enthusiasm Morpheus has received since its launch. The response has re-emphasised our belief that Indian consumers are ready to embrace a new standard of luxury in whisky.”

Adding to this, Mr. Amar Sinha, Chief Operating Officer, Radico Khaitan Ltd., shared, “Morpheus reflects our vision to lead India’s next phase of premiumisation. The early success of the brand highlights a growing demand for well-crafted, super-premium offerings that connect with consumers on both quality and emotion. With the kind of momentum we have witnessed, we are delighted to bring Morpheus to new markets as we continue to strengthen our presence across the country.”

Crafted with Imported Scotch Malts and fine Indian Grain Spirits, and aged in Bourbon Barrels, Morpheus Super Premium Whisky offers a smooth, sophisticated taste with a distinct fruity and floral flair. Inspired by Morpheus, the Greek God of Dreams, the brand celebrates ambition, individuality and transformation, encouraging consumers to embrace their journey through its philosophy of “Be Your Dream.”

Reflecting the same thought in its design, the sleek bottle combines elegance with ease of handling, while the embossed Morpheus name on both sides creates a rich, tactile experience. The label, detailed with gold foiling at the base, symbolises the many layers within each individual that unfold over time, a beautiful metaphor for personal growth and discovery.

Further elevating its appeal is a Limited Collector’s Edition Pack, which features an exclusive gift box containing a premium hip flask and four coasters, making it an ideal choice for gifting or collecting during the festive season.

Morpheus Super Premium Whisky is available in 750 ml, 375 ml, 180 ml, 90 ml and 60 ml SKUs, with 750 ml Bottle priced at INR 1190 in UP, INR 1400 in Rajasthan and INR 1100 in Delhi. For the upcoming new markets, a 750 ml Bottle of Morpheus Whisky will be priced around INR 1830 in Karnataka, INR 900 in Haryana, INR 900 in Goa, and INR 1400 in West Bengal. It is currently available in over 90 percent of A and B category outlets across existing markets of UP, Rajasthan and Delhi. The brand continues to focus on top-premium retail channels and creating experiential visibility to connect with consumers in meaningful ways.