The 140-year-old Scotch brand introduces Black Reserve and Triple Gold Reserve with cleaner, modern designs while maintaining its heritage appeal
United Spirits or USL, the Indian subsidiary of global spirits powerhouse Diageo, has refreshed the packaging of its century-old Black Dog Scotch Whisky, positioning the brand as a sharper, more premium choice for modern consumers.
The redesigned range includes Black Dog Black Reserve and Black Dog Triple Gold Reserve, the latter a triple-cask matured Scotch from Scotland. The new packaging introduces what USL calls “savour codes”, refined design elements and a cleaner visual style aimed at younger drinkers, while preserving the brand’s rich heritage.
Founded in 1883 by Sir Walter Millard, Black Dog blends select malts from Scottish distilleries, including Linkwood. Varun Koorichh, Vice President – Marketing & Portfolio Head at Diageo India, said the refresh is designed to make the brand “feel as relevant as it has always been” and appeal to consumers looking for more intentional drinking experiences.
The revamped portfolio will be available across key states, including Uttar Pradesh, Maharashtra, and Punjab. Diageo India, headquartered in Bengaluru, operates 35 manufacturing units nationwide and markets brands such as Johnnie Walker, McDowell’s No 1, and Smirnoff under the USL umbrella.
On 12 March, USL shares closed at Rs 1,361.90 on the NSE, down Rs 20.20, or 1.46 per cent, from the previous day’s close of Rs 1,382.10.
