After Dark Blue Unveils Premium Avatar to Strengthen Presence in Deluxe Whisky Segment
New Delhi, June 12, 2026 - Radico Khaitan Limited, a leading homegrown alcobev company, has unveiled the all-new premium avatar of After Dark Blue Grain Whisky. The brand refresh reflects an adaptation to changing consumer preferences and the escalating demand for sophisticated, aspirational experiences within the spirits industry.As the Indian market continues to see momentum in premiumization, Radico Khaitan reimagined After Dark Blue with a refreshed design language designed to align with contemporary market trends while preserving the quality and character that have driven the brand’s success.
Commenting on the relaunch, Mr. Abhishek Khaitan, Managing Director of Radico Khaitan, stated that the deluxe whisky segment represents an attractive aspirational price point for millions of consumers who are trading up within the whisky category. He noted that After Dark's growth exceeding 60% in FY26 demonstrates the strong consumer connection established by the brand over the years. The refreshed packaging is a strategic initiative intended to sustain this momentum by enhancing the brand’s appeal and ensuring relevance for the modern Indian consumer.
The company noted significant long-term opportunities within the deluxe whisky segment, which currently exceeds 70 million cases annually in India. After Dark has seen strong growth, increasing sales from 0.9 million cases in FY24 to 3.1 million cases in FY26. The new design is expected to provide a fillip to this robust upward trajectory.
The refreshed packaging was designed to elevate both shelf presence and consumer perception. It features a striking combination of deep blue, crisp white, and rich gold, establishing a bold and contemporary premium identity. The product boasts a sophisticated tapered bottle silhouette while featuring the embossed statement, 'This Is All You Need -After Dark', reflecting the spirit of memorable nights. A distinctive gold seal, inspired by the philosophy of 'Crafted for the Night', will be used across packaging, retail visibility, and brand communication.
Mr. Kunal Madan, Chief Marketing Officer at Radico Khaitan, added that this new packaging represents a natural progression in the brand's journey given its exceptional consumer acceptance. The refreshed design aims to deliver stronger shelf impact and a more premium experience while remaining true to the quality consumers associate with After Dark Blue.
The introduction of the new After Dark Blue pack will initially take place in Uttar Pradesh. Following this launch, the brand is scheduled to be rolled out across key markets including Assam, Karnataka, Maharashtra, Andhra Pradesh, and Jharkhand before expanding nationally.
RADICO Stock Price Movement
As of 11:18 AM, shares of Radico Khaitan Limited are edging higher to ₹3477, gaining 0.79% in live trading. The stock has seen a total traded volume of 34,316 shares so far today.Disclaimer: Due care and diligence have been taken in compiling and presenting news and market-related content. However, errors or omissions may arise despite such efforts.
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