Radico Khaitan Limited has unveiled an all-new premium avatar of After Dark Blue Grain Whisky, repositioning the brand in the deluxe whisky segment. The refreshed packaging is being launched first in Uttar Pradesh and will roll out across markets including Assam, Karnataka, Maharashtra, Andhra Pradesh, and Jharkhand over the next six months.
After Dark recorded sales of 3.1 million cases in FY26, up from 0.9 million cases in FY24, reflecting growth of over 60% during the financial year. The deluxe whisky segment in India exceeds 70 million cases annually, and Radico Khaitan sees significant long-term growth opportunities in the category.
The new packaging features a design with deep blue, crisp white, and rich gold elements, along with a tapered bottle silhouette. The pack includes an embossed statement and a gold seal inspired by the brand philosophy. The redesign aims to strengthen shelf presence and consumer perception in the competitive deluxe whisky segment.
Mr Abhishek Khaitan, Managing Director, said the deluxe whisky segment represents an attractive aspirational price point for millions of consumers trading up within the whisky category. He noted that the refreshed packaging is aimed at sustaining growth momentum by enhancing the brand's contemporary appeal for the modern Indian consumer.
Mr Kunal Madan, Chief Marketing Officer, said the new packaging is a natural progression in the brand's journey, designed to deliver stronger shelf impact and a more premium experience while retaining the quality consumers associate with the brand.
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