In a year marked by intense competition and shifting consumer preferences in India’s alco-beverage market, Radico Khaitan has delivered a milestone that reflects the power of brand endurance and execution. Its flagship Old Admiral Brandy has crossed the 10 million cases mark in FY26, nearly doubling from 5.6 million cases in FY25, a leap that reflects both scale and sustained consumer trust.
Old Admiral Brandy: Scaling a Legacy
Old Admiral’s growth trajectory is more than just a sales milestone; it signals the brand’s steady consolidation in key southern markets. Andhra Pradesh, Telangana and Karnataka have emerged as strongholds, supported by focused distribution expansion and sharper market support initiatives. The brand’s consistent quality and strong value proposition have fostered deep consumer loyalty, helping it build momentum in a category where repeat purchase and recall are critical.
Crossing 10 million cases places Old Admiral firmly among India’s leading brandy labels, strengthening Radico Khaitan’s footprint in a segment that remains one of the most resilient in the country’s spirits landscape.
A Home-Grown Portfolio Story
Radico Khaitan’s journey is rooted in a long legacy. Established in 1943 as Rampur Distillery, the company evolved from a bulk spirits supplier into one of India’s largest manufacturers of Indian Made Foreign Liquor (IMFL). A strategic inflection point came in 1998 with the launch of 8PM Whisky, the beginning of a brand-building journey that would define its modern identity.
Unlike many peers who grew through acquisitions, Radico Khaitan built its portfolio organically. Today, its stable spans multiple categories and price segments, including Magic Moments and Verve Vodka, Morpheus and Morpheus Blue Brandy, 8PM and 8PM Premium Black Whisky, Rampur Indian Single Malt, Jaisalmer Indian Craft Gin, 1965 Spirit of Victory Rum, After Dark Whisky, Contessa Rum and Old Admiral Brandy.
The company now boasts eight millionaire brands, including 8PM Whisky, Contessa Rum, Old Admiral Brandy, Magic Moments Vodka and 8PM Premium Black Whisky, reinforcing its ability to build and scale labels across segments. Its strong presence in the CSD (Canteen Stores Department) channel further strengthens its reach among the Indian Armed Forces, adding a stable and high-volume distribution pillar.
Premiumisation and On-Trade Focus
Management commentary suggests that Old Admiral’s milestone is part of a broader, balanced performance across categories. The company is witnessing broad-based strength in its premium portfolio, driven by calibrated price positioning and sharper on-ground execution.
As consumer behaviour shifts from mere consumption to experience-led choices, Radico Khaitan is doubling down on the on-trade channel such as bars, restaurants and experiential outlets, where brand visibility and advocacy play a decisive role. Partnerships with key outlets and influencers are enhancing brand recall, encouraging trials and deepening franchise loyalty in premium segments.