4 days ago
Radico Khaitan refreshes 1965 Spirit of Victory Lemon Dash Rum
Radico Khaitan has given its Lemon Dash rum a new look.
Lemon Dash is part of the company’s 1965 Spirit of Victory brand.
The brand was created to honour soldiers of the 1965 Indo-Pak war.
Lemon Dash was introduced in 2022 as a rum with a lemon flavour.
The new bottle uses cream, gold, green and lemon designs.
It is meant to look premium and appeal to younger drinkers.
The refreshed product is now available in Assam.
It is expected to reach Odisha, Jharkhand, Tamil Nadu and West Bengal later.
The rum comes in three bottle sizes and has received a Gold Quality Award.
Radico Khaitan unveiled a refreshed identity for its Lemon Dash Flavoured Rum.
The new packaging debuted in Assam, with phased expansion planned for Odisha, Jharkhand, Tamil Nadu and West Bengal.
Lemon Dash, launched in 2022, is the 1965 Spirit of Victory franchise’s premium flavoured rum offering.
The redesign combines the franchise’s military heritage with Gandharaj lemon imagery and a cream-and-gold premium aesthetic.
The citrus-infused rum is available in Assam in 750 ml, 375 ml and 180 ml glass bottles and has won a Gold Quality Award at Monde Selection.
- Who
- Radico Khaitan Limited, with comments from Chief Marketing Officer Kunal Madan.
- What
- A refreshed identity and packaging for 1965 Spirit of Victory Lemon Dash Flavoured Rum.
- Where
- The refreshed product is currently available in Assam, with expansion planned across Odisha, Jharkhand, Tamil Nadu and West Bengal.
- When
- Lemon Dash was introduced in 2022; the refreshed version has now debuted in Assam, with a phased rollout planned afterward.
- Why
- Radico Khaitan is evolving the franchise and strengthening its position in the premium flavoured rum segment as consumers explore flavour-led serves and cocktail occasions.
Key facts
- Company
- Radico Khaitan Limited
- Brand franchise
- 1965 Spirit of Victory
- Product
- Lemon Dash Flavoured Rum
- Current market
- Assam
- Planned markets
- Odisha, Jharkhand, Tamil Nadu and West Bengal
- Available formats
- 750 ml glass bottle with mono carton, 375 ml glass bottle and 180 ml glass bottle
- Recognition
- Gold Quality Award at Monde Selection
Quotes
Kunal Madan
Chief Marketing Officer of Radico Khaitan Limited
“1965 Spirit of Victory has always stood for a distinctive combination of heritage, pride and character.”
thehansindia.com
Sources
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