Radico Khaitan Refreshes Lemon Dash Rum, Begins Phased Rollout Across Key Markets

Radico Khaitan Limited has refreshed the identity of its Lemon Dash Flavoured Rum under the 1965 Spirit of Victory franchise, with the new packaging making its debut in Assam. The company plans a phased rollout across Odisha, Jharkhand, Tamil Nadu and West Bengal.

Lemon Dash is part of the 1965 Spirit of Victory franchise, which Radico Khaitan launched in 2017 as a tribute to soldiers of the 1965 Indo-Pak war. The franchise was initially introduced through the Canteen Stores Department (CSD) before expanding into the domestic market.

The company entered the premium flavoured rum segment with Lemon Dash in 2022. The expression combines rum with Gandharaj lemon and was positioned around the growing interest in flavoured spirits and cocktail-led consumption occasions.

Kunal Madan, Chief Marketing Officer, Radico Khaitan Limited, said, "1965 Spirit of Victory has always stood for a distinctive combination of heritage, pride and character. With Lemon Dash, we wanted to bring that heritage into a fresher, more expressive space. The new pack captures the contrast beautifully, the strength and character of the 1965 identity alongside the brightness of Gandharaj lemon. It is an evolution that feels true to the brand while reflecting how consumers are discovering and enjoying rum today. The launch in Assam marks the beginning of this next chapter for Lemon Dash."

The refreshed packaging uses a cream-and-gold palette with deep green accents, metallic detailing and illustrations of Gandharaj lemons. The bottle retains the franchise’s four heritage pillars: Honour, Courage, Brotherhood and Glory.

Lemon Dash is described as a citrus-infused rum with a bright aroma, smooth texture and fresh finish. The product has also received a Gold Quality Award at Monde Selection.

The refreshed product is currently available in Assam in three formats: 750ml glass bottle with mono carton, 375ml glass bottle and 180ml glass bottle. Radico Khaitan will introduce the new packaging in phases across other Lemon Dash markets, including Odisha, Jharkhand, Tamil Nadu and West Bengal.