Radico Khaitan Limited has unveiled a refreshed brand identity for its Lemon Dash Flavoured Rum under the 1965 Spirit of Victory franchise, debuting the new look in Assam before a phased national rollout. The revamp marks the next chapter for the company's premium flavoured rum offering, with new packaging designed to appeal to younger, taste-driven consumers.

The Heritage Behind the Brand

Originally launched in 2017 as a tribute to the soldiers of the 1965 Indo-Pak war, the 1965 Spirit of Victory franchise first entered the market through the Canteen Stores Department (CSD) before expanding commercially on the back of strong consumer demand. The franchise has since grown into what Radico Khaitan classifies as a 'Millionaire brand' within its portfolio.

Lemon Dash was introduced in 2022 as the franchise's push into the premium flavoured rum segment, built around a citrus-forward profile at a time when consumers were increasingly gravitating toward flavour-led spirits and cocktail occasions.

What Has Changed in the Refresh

The redesigned packaging features an elegant cream-and-gold palette, deep green accents, metallic detailing, and illustrated Gandharaj lemon motifs. A tall, textured glass bottle with embossed detailing and a signature roundel badge reinforce the premium positioning. The four brand pillars — Honour, Courage, Brotherhood and Glory — continue to anchor the franchise's identity.

At the product level, the expression offers a citrus-infused rum with a bright aroma, smooth texture and fresh finish, combining the character of rum with the zest of Gandharaj lemon. The product has received the Gold Quality Award at Monde Selection, lending it international credibility in the flavoured spirits category.

What the Company Said

Kunal Madan, Chief Marketing Officer of Radico Khaitan Limited, said: 'The new pack captures the contrast beautifully: the strength and character of the 1965 identity alongside the brightness of Gandharaj lemon. It is an evolution that feels true to the brand while reflecting how consumers are discovering and enjoying rum today. The launch in Assam marks the beginning of this next chapter for Lemon Dash.'

Rollout Plan and Formats Available

The refreshed Lemon Dash Flavoured Rum is currently available in Assam in three formats: a 750 ml glass bottle with mono carton, a 375 ml glass bottle, and a 180 ml glass bottle. A phased rollout is planned across key markets including Odisha, Jharkhand, Tamil Nadu, and West Bengal.

The relaunch positions Radico Khaitan to capitalise on growing consumer appetite for premium and flavoured rum expressions in eastern and southern India, markets where the 1965 franchise already holds a foothold.