The company has unveiled the all-new premium avatar of After Dark Blue Grain Whisky to tap the growing demand for contemporary, aspirational whisky experiences
Radico Khaitan, a homegrown alcobev company, on Friday unveiled the all-new premium avatar of After Dark Blue Grain Whisky, marking the brand’s evolution in line with changing consumer preferences and the growing demand for contemporary, aspirational whisky experiences.
With the deluxe whisky segment exceeding 70 million cases annually in India, the company sees significant long-term growth opportunities. From 0.9 million cases in the financial year 2024, After Dark has crossed 3.1 million cases sales in FY26. The current refresh is expected to provide a fillip to the growth momentum, the company said in an exchange filing.
The new After Dark Blue pack features an interplay of deep blue, crisp white and rich gold. The premium tapered bottle silhouette is aimed at offering a sophisticated in-hand feel while enhancing the brand’s modern appeal, the statement noted.
“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. After Dark’s growth of over 60 per cent in FY26 reflects the strong consumer connect the brand has built over the years,” stated Abhishek Khaitan, Managing Director, Radico Khaitan.
The new After Dark Blue pack is rolled out initially in Uttar Pradesh and will be subsequently rolled out across key markets including Assam, Karnataka, Maharashtra, Andhra Pradesh and Jharkhand, followed by the rest of the markets across the country.
The MD noted that the refreshed packaging is a strategic initiative aimed at sustaining the growth momentum by enhancing the brand’s contemporary appeal and ensuring it remains relevant and distinctive for the modern Indian consumer.
