Radico Khaitan has introduced a refreshed premium avatar of its flagship After Dark Blue Grain Whisky, aiming to strengthen its position in India's fast-growing deluxe whisky segment and capitalize on the ongoing premiumization trend in the spirits industry.

The company said the redesigned packaging reflects changing consumer preferences and seeks to enhance the brand's contemporary appeal while retaining the quality and character that have driven its success. The new packaging features a premium bottle design, a deep blue, white and gold color scheme, and distinctive branding elements intended to improve shelf visibility and consumer perception.

According to Abhishek Khaitan, the deluxe whisky category remains one of the largest segments in the Indian spirits market and represents a key upgrade opportunity for consumers. He highlighted that After Dark recorded growth of more than 60% in FY26, demonstrating strong consumer acceptance.

The brand has witnessed rapid scale-up, with sales rising from 0.9 million cases in FY24 to over 3.1 million cases in FY26. With the deluxe whisky segment exceeding 70 million cases annually in India, the company sees significant long-term growth potential for the brand.

Kunal Madan said the refreshed packaging has been designed to deliver a stronger premium experience and greater shelf impact while remaining true to the brand's identity.

The new After Dark Blue packaging will initially be launched in Uttar Pradesh and subsequently rolled out across key markets including Assam, Karnataka, Maharashtra, Andhra Pradesh, and Jharkhand, before expanding nationwide.