Radico Khaitan, one of the largest players in the domestic liquor industry, is set to launch a premium vodka brand - Verve. It is the high-end extension of Radico's Magic Moments vodka which currently has a 25% market share in the country's vodka market and is expected to cross 10 million cases by December 2012. The company plans to launch the premium product firstly in North India and then soon all over India
Moreover, the brand will compete with some of the established premium vodka brands like Smirnoff, Gorbatschow, Ersitoff and Vladivar. These brands are sold at a price ranging between Rs 550 and Rs 700, depending on the duty structure of the states.
Radico Khaitan (RKL), is one of the India's oldest and largest liquor manufacturers. The company owns three millionaire brands namely 8 PM Whisky, Contessa Rum and Old Admiral Brandy.
