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Magic Moments joins forces with Bollywood superstar Shah Rukh Khan for the launch of premium tequila

Radico Khaitan will launch a premium brand of tequila in partnership with Bollywood actor Shah Rukh Khan, Zerodha cofounder Nikhil Kamath, and Zerodha founder Nikhil Kamath. This is their first foray into this category.

The Indian liquor producer, well-known for its premium products such as Rampur Indian single malt and Jaisalmer Indian Craft gin, will launch the brand D'YAVOL Anejo, a premium spirit aged in wine casks about two years.

D'YAVOL is a luxury brand founded by Shah Rukh Khan's Son Aryan Khan in 2022, along with Leti Blagoeva, and Bunty Sing, and headquartered in Amsterdam. It offers premium streetwear, blended malt whisky, and vodka.

Abhishek Khaitan, Radico Khaitan's Managing Director, said on Tuesday that D'YAVOL Anejo will be launched by December. The price, depending on the state excise tax, is expected to range between 20,000 and 30,000 rupees.

Indians are increasingly spending on luxury items, including alcohol and housing. According to Crisil's data, alcohol sales are expected to increase by up to 10% in fiscal 2026, to $61.35 Billion.

India is quickly catching up to the global trend of tequila. Khaitan stated that the market in India is around 300,000 cases. Of this, 15% are Anejos (a Spanish word for 'aged').

He said: "We think that tequila will reach about a million bottles in India and the global market in five years. I thought it was an excellent opportunity."

Radico Khaitan, Shah Rukh Khan and his family will hold 47.5% of the venture each, while Kamath owns 5%.

This deal also highlights the fierce competition between mass and premium liquor segments. Three weeks ago, Tilaknagar bought Pernod Ricard's "Imperial Blue", a whisky brand for $486.9 million. ($1 = 87.6370 Indian rupees) (Reporting by Chandini Monnappa and Hritam Mukherjee in Bengaluru; Editing by Shilpi Majumdar)

(source: Reuters)