Radico Khaitan Ltd., an alcoholic beverages manufacturer, has unveiled a refreshed premium packaging for its After Dark Blue Grain Whisky as it seeks to strengthen the brand’s appeal among aspirational consumers amid growing premiumisation in the Indian spirits market.
The company said the redesigned packaging reflects evolving consumer preferences and contemporary design trends while retaining the quality and character that have contributed to the brand’s growth. The move comes as liquor makers increasingly focus on premium offerings to cater to consumers trading up within the whisky category.
Premiumisation Strategy
“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 Managing Director Abhishek Khaitan.
The company said the deluxe whisky category remains one of the largest segments in the domestic spirits market and offers significant long-term growth opportunities. Demand for premium products is expected to remain strong as consumers increasingly gravitate towards higher-value brands.
Packaging Refresh
The revamped After Dark Blue pack has been designed to enhance shelf visibility and reinforce the brand’s premium positioning. The packaging features a combination of deep blue, white and gold colours along with a tapered bottle silhouette aimed at creating a contemporary and distinctive identity.
“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,” he said.
The new packaging also incorporates an embossed statement, “This Is All You Need – After Dark”, and a gold seal inspired by the theme ‘Crafted for the Night’, which will be used across packaging, retail visibility and brand communication initiatives.
Growth Momentum
Radico Khaitan said After Dark sales increased from 0.9 million cases in FY24 to more than 3.1 million cases in FY26, while the brand registered growth of over 60% during FY26.
“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 Chief Marketing Officer Kunal Madan.
Phased Rollout
The refreshed After Dark Blue packaging has been launched initially in Uttar Pradesh and will subsequently be rolled out across Assam, Karnataka, Maharashtra, Andhra Pradesh and Jharkhand before being introduced in other markets nationwide.