Kochi,
Radico Khaitan Limited, India's largest IMFL manufacturer, has introduced Morpheus Blue XO Premium Brandy, a luxurious product in the brown spirits category, in Kerala. Morpheus Blue XO Premium Brandy is a notch up from its mother brand Morpheus XO Brandy which is already a market leader with market share of over 60% in the category countrywide, a press release said on Friday. Kerala was one of the first states from where the mother brand embarked on its golden journey a decade ago. Named after the winged Greek god of dreams, Morpheus Premium Brandy was introduced in 2009, as a pilot to the company's premiumization drive.
Being a trailblazer in the brandy category, Radico introduced Morpheus Blue XO Premium as a brand extension in 2013 to enable the brand to expand into the upper segment. The target group for the brand is premium brandy aficionados looking for a more exotic, evolved and euphoric experience. To amplify the launch and reach out to not only potential customers but also to brand loyalists, Radico has rolled out a 360 degree offline and online campaign featuring Nidhhi Agerwal – Superstar of South Indian Cinema, who is also the official Brand Influencer for Morpheus XO Brandy and Morpheus Blue XO Premium Brandy for all its marketing initiatives.
Commenting on the occasion, Mr. Amar Sinha, Chief Operating Officer, Radico Khaitan Limited, said “Brandy connoisseurs have consistently hailed our Morpheus XO Brandy as a remarkable product, and we are now expanding into God's Own Country with another iconic offering as Morpheus Blue XO Premium Brandy." "Following the phenomenal success of the mother brand in Kerala, we wanted to extend another fine example of exhilarating craftsmanship to our customers in quest of luxury. Brandy enjoys a high level of consumption in Kerala and with this launch, we are looking to strengthen our market supremacy in the state.”
He further added “We are extremely optimistic that Kerala will welcome the brand with open arms and make it an essential ingredient of their lifestyle.” The Morpheus Blue XO Premium brandy bottle is shaped like an inverted goblet like its mother brand Morpheus XO Premium Brandy, providing an interesting flair to the product, aside from the elevated blend. Morpheus Blue XO Premium brandy is available across all the premium retail and on-trade outlets in Kerala.