Radico Khaitan has launched a new identity for its Lemon Dash flavored rum, part of the 1965 Spirit of Victory franchise. The refreshed rum debuts first in Assam, and the company plans a phased rollout across Odisha, Jharkhand, Tamil Nadu and West Bengal.
The 1965 Spirit of Victory franchise holds “Millionaire” brand status in the company’s portfolio, which means it sells more than one million cases a year.
Radico Khaitan created the franchise in 2017 as a tribute to the soldiers of the 1965 Indo-Pak war. It first sold through the Canteen Stores Department (CSD), which supplies India’s armed forces, and then expanded into the domestic market after strong consumer response.
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READ THE STORYLemon Dash arrived in 2022. It marked the franchise’s entry into the premium flavored rum segment.
“1965 Spirit of Victory has always stood for a distinctive combination of heritage, pride and character,” said Kunal Madan, chief marketing officer, Radico Khaitan Limited. “With Lemon Dash, we wanted to bring that heritage into a fresher, more expressive space,” he added. “The new pack captures the contrast beautifully, the strength and character of the 1965 identity alongside the brightness of Gandharaj lemon.”
Madan described the redesign as “an evolution that feels true to the brand while reflecting how consumers are discovering and enjoying rum today.”
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The new pack uses a cream-and-gold palette with deep green accents, metallic detailing and illustrated Gandharaj lemons. A tall, textured glass bottle carries embossed detailing and a signature roundel badge.
The franchise’s four pillars of Honour, Courage, Brotherhood and Glory remain on the design. The company says it aims the new look at young consumers.
According to the official notes from the brand, the citrus-infused rum offers a bright aroma, a smooth texture and a fresh finish. The rum has also won a Gold Quality Award at Monde Selection.
Lemon Dash is now on sale in Assam in three sizes: a 750ml glass bottle with a mono carton, a 375ml glass bottle and a 180ml glass bottle.
“The launch in Assam marks the beginning of this next chapter for Lemon Dash,” said Madan.
Radico Khaitan began operating in 1943 as Rampur Distillery Company. It started building its own brands in 1998 with 8PM Whisky.
Today, its portfolio includes Rampur Indian Single Malt, Jaisalmer Indian Craft Gin, Magic Moments Vodka and Kohinoor Reserve Indian Dark Rum. The company has 323 million liters of owned capacity and exports to more than 100 countries.
