Radico Khaitan refreshes After Dark Blue whisky avatar

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 rebranding features a refreshed design with a striking interplay of deep blue, crisp white, and rich gold, a premium tapered bottle, and an embossed statement. This strategic move aligns with evolving consumer preferences and the growing demand for contemporary, aspirational whisky experiences in India. The company noted that the deluxe whisky segment exceeds 70 million cases annually and sees significant growth opportunities. After Dark's sales grew from 0.9 million cases in FY24 to 3.1 million cases in FY26, and the refresh is expected to sustain this momentum. The new packaging will be rolled out across key markets starting with Uttar Pradesh.