Radico Khaitan to launch After Dark whisky

Date: 13-05-2010

Radico Khaitan is all set to launch ‘After Dark’, a 100% grain-based whisky manufactured at its Rampur distillery. The new product will be priced between Rs 400 and Rs 450 per 750 ml, excluding the excise/sales tax rates of the state. It will compete against brands like Signature and Royal Challenge from Vijay Mallya-led UB group and Royal Stag and Blender’s Pride from Pernod Ricard India.

The company will first focus on northern

India

for marketing the premium whisky brand. The group’s flagship brand, 8 PM whisky, launched in 1999, is now among the top ten selling whisky brands in the northern Indian region. The premium whisky segment is growing at 20% which is more than the industry growth rate. crack crack