Radico Khaitan refreshes Lemon Dash, blends heritage with contemporary appeal

For India's spirits industry, the evolution of premium drinking is increasingly being shaped by consumers looking beyond conventional expressions and towards distinctive flavours, contemporary packaging and new occasions. Radico Khaitan is tapping into that shift with a refreshed identity for Lemon Dash Flavoured Rum, bringing a new visual language to the 1965 Spirit of Victory franchise while retaining the heritage that has defined it.

The new-look Lemon Dash makes its debut in Assam, with a phased rollout planned across key markets including Odisha, Jharkhand, Tamil Nadu and West Bengal. The refresh represents the latest chapter in the evolution of 1965 Spirit of Victory, a Millionaire brand in Radico Khaitan's portfolio, and seeks to bridge its military-inspired heritage with a more contemporary proposition for today's rum consumer.

Originally launched in 2017 as a tribute to the soldiers of the 1965 Indo-Pak war, the 1965 Spirit of Victory franchise began its journey through the Canteen Stores Department before expanding into the domestic market following strong consumer response. Its identity has been built around four enduring pillars—Honour, Courage, Brotherhood and Glory—values that continue to provide the foundation for the franchise.

Lemon Dash refresh blends heritage

Lemon Dash entered the portfolio in 2022, marking 1965 Spirit of Victory's move into the premium flavoured rum segment. Its citrus-forward character arrived at a time when consumers were increasingly experimenting with flavour-led spirits and exploring new cocktail occasions. The refreshed identity builds on that positioning, bringing together the franchise's heritage with the distinctive character of Gandharaj lemon.

"1965 Spirit of Victory has always stood for a distinctive combination of heritage, pride and character," says Kunal Madan, Chief Marketing Officer, Radico Khaitan Limited. "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 packaging is central to that evolution. An elegant cream-and-gold palette is complemented by deep green accents, metallic detailing and illustrations of Gandharaj lemons, creating a visual connection between the franchise's heritage and the spirit's citrus character. The tall, textured glass bottle, embossed details and signature roundel badge reinforce its premium positioning, while the four heritage pillars remain integral to the design. The result is intended to bring a fresher and more contemporary expression to a brand rooted in history, particularly for younger consumers seeking more distinctive spirits experiences.

The liquid itself follows the same balance between familiarity and freshness. Lemon Dash is a citrus-infused rum characterised by a bright aroma, smooth texture and fresh finish, combining the depth and character of rum with the vibrant zest of Gandharaj lemon. The expression has also received international recognition, winning a Gold Quality Award at Monde Selection.

The refreshed Lemon Dash is currently available in Assam in three formats: a 750ml glass bottle with mono carton, a 375ml glass bottle and a 180ml glass bottle. The new packaging will subsequently be introduced across other key markets for the brand, including Odisha, Jharkhand, Tamil Nadu and West Bengal.

Radico Khaitan expands its premium spirits portfolio

The launch also reflects the broader evolution of Radico Khaitan, one of India's oldest and largest manufacturers of Indian Made Foreign Liquor. Originally established as Rampur Distillery Company in 1943, the company initially built its business as a bulk spirits supplier and bottler for other spirit manufacturers. Its transition into branded spirits began in 1998 with the introduction of 8PM Whisky, followed by the organic development of a portfolio that now spans whisky, rum, vodka, gin, brandy and Indian single malt.

Among its brands are Rampur Indian Single Malt Whiskies, Sangam World Malt Whisky, Rampur 1943 Virasat Indian Single Malt, Jaisalmer Indian Craft Gin, Royal Ranthambore Heritage Collection Royal Crafted Whisky, Morpheus and Morpheus Blue Brandy, Magic Moments Vodka, Kohinoor Reserve Indian Dark Rum, 1965 The Spirit of Victory Premium XXX Rum, Lemon Dash Premium Flavoured Rum, After Dark Whisky, 8PM Premium Black Whisky, Contessa Rum and Old Admiral Brandy.

Radico Khaitan also has a significant presence in the Canteen Stores Department, where it is among the largest providers of branded IMFL. Its manufacturing footprint includes distilleries in Rampur and Sitapur, as well as a 36 per cent joint venture in Aurangabad, Maharashtra. The company has a total owned capacity of 323 million litres and operates 44 bottling units, comprising five owned and 39 contract and royalty bottling units. Its brands are also exported to more than 100 countries.

For Lemon Dash, however, the immediate focus is on a more contemporary interpretation of a heritage franchise. By retaining the symbolism and character of 1965 Spirit of Victory while introducing the brightness of Gandharaj lemon through both its liquid and visual identity, Radico Khaitan is positioning the brand for a consumer increasingly interested in flavour, versatility and a sense of discovery. The Assam launch is the first step in that wider journey, as Lemon Dash begins the next chapter of its evolution across India's key markets.