Radico Khaitan Relaunches 'After Dark Blue' Whisky with Premium Avatar
Radico Khaitan Limited relaunched its 'After Dark Blue' Grain Whisky with a new premium avatar. The brand's sales grew from 0.9 million cases in FY24 to 3.1 million cases in FY26. The new packaging will be rolled out across India over the next six months.
The relaunch of a significant brand like 'After Dark Blue' with a focus on premiumization and market expansion is likely to have a medium-term impact on the company's sales and market positioning within the deluxe whisky segment.
The relaunch of a key product with enhanced branding and reported strong sales growth indicates a positive outlook and strategic effort to capture market share.
Radico Khaitan Limited has unveiled a new premium avatar for its 'After Dark Blue' Grain Whisky, aiming to strengthen its position in the deluxe whisky segment. The relaunch features a refreshed design language intended to align with contemporary market trends and evolving consumer preferences.
Mr. Abhishek Khaitan, Managing Director, stated that the Indian consumer's increasing aspirations and preference for lifestyle-aligned brands make the deluxe whisky segment attractive. He noted that After Dark's growth of over 60% in FY26 reflects strong consumer connect, and the refreshed packaging is a strategic move to sustain this momentum.
The company highlighted that the deluxe whisky segment in India exceeds 70 million cases annually, and Radico Khaitan sees significant long-term growth opportunities, aiming to make After Dark Blue a preferred brand. Sales for After Dark have grown from 0.9 million cases in FY24 to 3.1 million cases in FY26.
The new packaging incorporates a striking design with deep blue, crisp white, and rich gold, featuring a premium tapered bottle and an embossed statement. A distinctive gold seal, inspired by 'Crafted for the Night', will be a recurring visual element.
Mr. Kunal Madan, Chief Marketing Officer, added that the new packaging aims to deliver stronger shelf impact and a premium experience while maintaining the brand's quality. The new After Dark Blue pack is initially launching in Uttar Pradesh and will be rolled out across other key markets over the next six months.
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Radico Khaitan Limited filed this with the NSE as a statutory disclosure, categorised under product launches. It is a primary document, not a recommendation, and the desk marks it medium impact: worth reading, rarely worth acting on by itself.
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See the model portfoliosA plain-language summary of a public exchange filing by Radico Khaitan Limited. Read the original for the full detail.