Radico Khaitan refreshes Lemon Dash rum, launches revamped pack in Assam
Radico Khaitan has refreshed the packaging for 1965 Spirit of Victory Lemon Dash flavoured rum, debuting the new look in Assam. A phased rollout is planned across Odisha, Jharkhand, Tamil Nadu and West Bengal, with 750ml, 375ml and 180ml packs available.
What happened
Radico Khaitan refreshed packaging for 1965 Spirit of Victory Lemon Dash flavoured rum, debuting in Assam with phased expansion to four states. The premium rum
Key facts
- 750ml
- 375ml
- 180ml
- 1 million cases
- 100 countries
What changed
Radico Khaitan refreshed packaging for 1965 Spirit of Victory Lemon Dash flavoured rum, debuting in Assam with phased expansion to four states. The premium rum is offered in 750ml, 375ml and 180ml formats.
Why this matters
Radico Khaitan’s Lemon Dash pack refresh gives retailers a renewed premium-rum proposition to support visibility and trial as distribution expands across five eastern and southern markets.
What to watch
- State-wise label-registration, excise and route-to-market approvals that could delay the phased rollout.
- Initial depletion rates in Assam across 180ml, 375ml and 750ml formats.
- Repeat orders from independent retailers and on-premise accounts after the launch window.
- Competitor price promotions or packaging changes in flavoured rum and adjacent dark-spirit categories.
- Evidence that the refreshed pack improves premium perception enough to support stable or higher realization.