Radico Khaitan Ltd has launched the 1965 Spirit of Victory Espresso Coffee Premium Dark Rum in Uttar Pradesh, with plans to expand its availability to Jharkhand and Haryana. This introduction represents the company’s entry into the burgeoning coffee-rum sector, which has gained popularity among younger urban consumers seeking high-quality, flavorful spirits.
The rum is priced at ₹950 for a 750ml bottle in Uttar Pradesh and will also be offered in 375ml and 180ml sizes. All variants feature a distinctive textured design and come with tamper-proof caps and mono cartons.
Amar Sinha, Chief Operating Officer, noted that this launch builds on the legacy of the Spirit of Victory brand and caters to changing consumer preferences for coffee-infused flavors. The product uniquely combines Indian rum with roasted espresso, showcasing notes of mocha, toffee, caramel, vanilla, and hazelnut.
Radico Khaitan, which began as Rampur Distillery Company in 1943, operates distilleries in Rampur, Sitapur, and Aurangabad. The company manages 44 bottling units and exports its products to over 100 countries. Its product range includes well-known brands such as Rampur Indian Single Malt, Magic Moments Vodka, and Jaisalmer Gin.
The company positions the new rum as appealing to consumers interested in artisanal blends and modern drinking experiences. There has been a notable increase in demand for coffee-inspired spirits within the premium market, especially in urban areas where consumers are drawn to intricate flavor profiles.
As of today, the shares of Radico Khaitan Ltd were listed at ₹3,312.20 on the NSE, up by ₹126.30 or 3.96 percent at 3:15 PM.
Published on November 7, 2025.
