Restaurant India News: Radico Khaitan Revamps After Dark Blue, Targets Growth in Deluxe Whisky Segment

Radico Khaitan has introduced a refreshed version of its After Dark Blue Grain Whisky, signalling its intent to strengthen its position in India's growing deluxe whisky category. The new packaging will first be launched in Uttar Pradesh before expanding to other markets over the next six months, including Assam, Karnataka, Maharashtra, Andhra Pradesh, and Jharkhand.

The move comes as the Indian alcoholic beverages industry witnesses increasing premiumisation, with consumers showing greater preference for products that align with evolving lifestyle aspirations. 

Abhishek Khaitan, Managing Director, Radico Khaitan, said, "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, one of the largest in the Indian spirits market, represents an attractive aspirational price point for millions of consumers trading up within the whisky category. After Dark's growth of over 60 percent in FY26 reflects the strong consumer connect the brand has built over the years. The refreshed packaging is a strategic initiative aimed at sustaining this growth momentum by enhancing the brand's contemporary appeal and ensuring it remains relevant and distinctive for the modern Indian consumer."

According to the company, the deluxe whisky segment currently exceeds 70 million cases annually in India, highlighting the long-term opportunity within the category. After Dark Blue has recorded strong growth, increasing from 0.9 million cases in FY24 to 3.1 million cases in FY26. Radico Khaitan expects the latest refresh to further support this growth trajectory.

The redesigned packaging features a new visual identity aimed at enhancing shelf visibility and strengthening consumer perception. The updated pack incorporates deep blue, white, and gold elements, along with a tapered bottle design intended to offer a more contemporary appearance. The bottle also carries the embossed statement, "This Is All You Need – After Dark," while a gold seal inspired by the philosophy of "Crafted for the Night" will be extended across packaging and brand communication initiatives.

Kunal Madan, Chief Marketing Officer, Radico Khaitan, added, "After Dark Blue has witnessed exceptional consumer acceptance over the past years, and this new packaging is a natural progression in the brand's journey. 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, while staying true to the quality and character that consumers have come to love."

The relaunch highlights a broader shift within India's spirits market, where established brands are increasingly leveraging design upgrades and portfolio enhancements to cater to consumers trading up within value-driven premium segments.