Radico Khaitan Ltd has introduced 1965 Spirit of Victory Espresso Coffee Premium Dark Rum in Uttar Pradesh, with plans to expand to Jharkhand and Haryana. The launch marks the company’s entry into the growing coffee-rum segment, which has gained traction among younger urban consumers seeking premium, flavour-rich spirits.
The new product is priced at ₹950 for a 750ml bottle in Uttar Pradesh and will also be available in 375ml and 180ml variants. All bottles feature a textured tall design with tamper-proof caps and mono cartons.
Chief Operating Officer Amar Sinha said the launch builds on the Spirit of Victory brand’s heritage while addressing evolving consumer preferences for coffee-based flavours. The product combines Indian rum with roasted espresso, featuring notes of mocha, toffee, caramel, vanilla, and hazelnut.
Radico Khaitan, which began operations in 1943 as Rampur Distillery Company, operates distilleries in Rampur, Sitapur, and Aurangabad. The company manages 44 bottling units and exports to over 100 countries. Its portfolio includes brands such as Rampur Indian Single Malt, Magic Moments Vodka, and Jaisalmer Gin.
The company positions the new rum as targeting consumers interested in artisanal blends and contemporary drinking experiences. Coffee-inspired spirits have seen increased demand in premium segments, particularly in urban markets where consumers are exploring deeper, more complex flavour profiles.
The shares of Radico Khaitan Ltd were trading on the NSE today at ₹3,312.20, up by ₹126.30 or 3.96 per cent at 3.15 pm.