MOOOZ INTRODUCES LITCHI VODKA TO FLAVOURED PORTFOLIO

Adie Broswon Group has launched MOOOZ Litchi, a flavoured vodka combining litchi notes with subtle pear-like nuances and a crisp finish. Available in Haryana in three bottle formats, the release follows MOOOZ Sparkle Jamun Vodka and reflects the company’s focus on fruit-based innovation amid India’s growing vodka market.

The Adie Broswon Group has expanded its MOOOZ vodka portfolio with the launch of MOOOZ Litchi, a new flavoured expression designed to capture the growing interest in fruit-based spirits among younger Indian consumers. The release underscores the company’s commitment to innovation in the vodka category, following the earlier debut of MOOOZ Sparkle Jamun Vodka.  

Crafted by combining a vodka base with litchi flavours, the new variant delivers a profile built around a familiar fruit note, enhanced by subtle pear-like nuances and a crisp finish. The product has been designed for versatility, suitable for consumption chilled or over ice, paired with soda or tonic, and as a base for cocktails. This approach reflects the brand’s intent to create accessible yet distinctive drinking experiences that resonate with evolving consumer preferences.  

Currently available in Haryana, MOOOZ Litchi is offered in three formats—180 ml, 375 ml and 750 ml bottles—with the largest size priced at approximately Rs 850. The tiered packaging strategy ensures that the product can cater to a range of consumption occasions, from individual indulgence to social gatherings, while maintaining affordability within the premium flavoured vodka segment.  

The launch comes at a time when India’s vodka market is recording notable growth. According to data from drinks market consultancy IWSR, vodka volumes in India rose 14 percent in 2025, while value grew 12 percent. Looking ahead, the consultancy projects a compound annual growth rate of 5 percent in both volume and value through 2030. This trajectory positions vodka as one of the more dynamic categories in India’s spirits landscape, even as global alcohol markets face stagnation or decline.  

Flavoured variants are expected to play a central role in sustaining this momentum. As consumers increasingly explore diverse taste profiles and drinking occasions, fruit-based vodkas are emerging as a key driver of category expansion. The rise of cocktail culture, particularly among younger urban audiences, has further amplified demand for approachable flavour profiles that lend themselves to experimentation. MOOOZ Litchi, with its crisp and refreshing character, is well placed to tap into this trend.  

For the Adie Broswon Group, the introduction of MOOOZ Litchi reflects a broader strategy of building a differentiated portfolio rooted in indigenous flavour inspiration. By focusing on fruits familiar to Indian consumers, the company aims to strengthen its brand identity while carving out a distinctive position in the competitive vodka market. The emphasis on flavour-forward innovation also signals an effort to align with shifting consumer priorities, where taste and experience increasingly outweigh price as key decision-making factors.  

With MOOOZ Litchi, the brand continues to expand its reach in the flavoured vodka category, offering a product that blends familiarity with novelty. As India’s spirits market evolves, the launch highlights both the opportunities presented by local flavour innovation and the growing appetite for premium yet accessible drinking experiences.