Radico Khaitan reimagines After Dark Blue for the new-age whisky consumer

Radico Khaitan Limited , one of India's leading home-grown alcobev companies, launched the all-new premium avatar of After Dark Blue Grain Whisky, reflecting the brand's evolution in line with changing consumer preferences and the growing demand for contemporary, aspirational whisky experiences.

As consumer tastes continue to evolve and premiumisation gathers momentum across the Indian spirits industry, Radico Khaitan has reimagined After Dark Blue with a refreshed design language that aligns with current market trends and consumer preferences while retaining the quality and character that have driven the brand's success.

"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,” said Abhishek Khaitan, Managing Director, Radico Khaitan, commenting on the relaunch. “After Dark's growth of over 60% 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."

With the deluxe whisky segment exceeding 70 million cases annually in India, Radico sees significant long-term growth opportunities and remains committed to building After Dark Blue into one of the most preferred brands in the segment. From 0.9 million cases in FY24, After Dark has crossed 3.1 million cases sales in FY26. The current refresh is expected to provide a fillip to the robust growth momentum.

Designed to elevate both shelf presence and consumer perception, the new After Dark Blue pack features a striking interplay of deep blue, crisp white and rich gold, creating a bold and contemporary premium identity. The premium tapered bottle silhouette offers a sophisticated in-hand feel while enhancing the brand's modern appeal. Further elevating the pack is the embossed statement, ‘This Is All You Need — After Dark’, reflecting the spirit of effortless nights and memorable experiences. A distinctive gold seal, inspired by the philosophy of ‘Crafted for the Night’, serves as a powerful visual mnemonic that will extend across packaging, retail visibility and brand communication.

"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,” said Kunal Madan, Chief Marketing Officer, Radico Khaitan. “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 new After Dark Blue pack is launched initially in Uttar Pradesh and will be subsequently rolled out across key markets including Assam, Karnataka, Maharashtra, Andhra Pradesh and Jharkhand, followed by the rest of the markets across the country.