Radico Khaitan Limited has launched a completely redesigned “After Dark Blue” Grain Whisky, targeting the deluxe segment. This rebranding aims to align with evolving consumer preferences for contemporary and aspirational brands. The new look features a premium design emphasizing deep blue, crisp white, and gold, with a sophisticated bottle silhouette and embossed messaging. The company reported significant growth for the brand, with sales reaching 3.1 million cases in FY26.
Revamped “After Dark Blue” Launched
Radico Khaitan Limited, a prominent Indian alcobev company, has announced the relaunch of its premium whisky brand, “After Dark Blue.” The new avatar aims to strengthen the brand’s presence in the deluxe whisky segment by aligning with changing consumer tastes and the growing demand for contemporary, aspirational drinking experiences. This strategic initiative is designed to sustain the brand’s impressive growth momentum.
Design and Consumer Appeal
The “After Dark Blue” whisky now boasts a refreshed design language that reflects current market trends. The new packaging features a striking interplay of deep blue, crisp white, and rich gold, creating a bold and modern premium identity. Key design elements include a premium tapered bottle silhouette for an elevated in-hand feel and embossed messaging that reads, ‘This Is All You Need – After Dark’. A distinctive gold seal, inspired by the philosophy of ‘Crafted for the Night,’ further enhances its visual appeal.
Growth and Market Strategy
The company highlighted that the deluxe whisky segment is a significant market in India, and “After Dark Blue” has demonstrated strong growth, with sales exceeding 60% in FY26. Sales have grown from 0.9 million cases in FY24 to 3.1 million cases in FY26. The refreshed packaging is expected to provide a further boost to this robust growth. The initial launch will be in Uttar Pradesh, followed by subsequent rollouts in key markets including Assam, Karnataka, Maharashtra, Andhra Pradesh, and Jharkhand.
Expert Commentary
Mr. Abhishek Khaitan, Managing Director of Radico Khaitan, stated, “The Indian consumer is evolving rapidly, with rising aspirations and an increasing preference for brands that align with their lifestyle and identity. The deluxe whisky segment… represents an attractive aspirational price point for millions of consumers trading up.” Mr. Kunal Madan, Chief Marketing Officer, added, “Today’s consumers seek brands that are contemporary, stylish and reflective of their aspirations. The refreshed design has been crafted to deliver stronger shelf impact and a more premium experience…”
Forward-Looking Statements
This release contains statements that contain “forward looking statements” including, but without limitation, statements relating to the implementation of strategic initiatives, and other statements relating to Radico Khaitan’s future business developments and economic performance. While these forward-looking statements indicate our assessment and future expectations concerning the development of our business, a number of risks, uncertainties and other unknown factors could cause actual developments and results to differ materially from our expectations.
Source: BSE
