Radico Khaitan has unveiled the all-new premium avatar of After Dark Blue Grain Whisky, reflecting the brand's evolution in line with changing consumer preferences and the growing demand for contemporary, aspirational whisky experiences. As consumer tastes continue to evolve and premiumization gathers momentum across the Indian spirits industry, Radico Khaitan has reimagined After Dark Blue with a refreshed design language that aligns with current market trends and consumer preferences while retaining the quality and character that have driven the brand's success.
With the deluxe whisky segment exceeding 70 million cases annually in India, the company sees significant long-term growth opportunities and remains committed to building After Dark Blue into one of the most preferred brands in the segment. From 0.9 million cases in FY24, After Dark has crossed 3.1 million cases sales in FY26. The current refresh is expected to provide a fillip to the robust growth momentum.
The new After Dark Blue pack is launched 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.
Radico Khaitan (RKL) is one of the oldest and the largest manufacturers of Indian Made Foreign Liquor (IMFL) in India.
