Brands
Radico Khaitan refreshes 1965 Spirit of Victory Lemon Dash rum
New premium identity debuts in Assam ahead of phased rollout across four key markets
MUMBAI: Radico Khaitan has unveiled a refreshed identity for its 1965 Spirit of Victory Lemon Dash Flavoured Rum, marking the next phase in the evolution of the million-case brand franchise.
The new-look Lemon Dash has debuted in Assam, with a phased rollout planned across Odisha, Jharkhand, Tamil Nadu and West Bengal.
Launched in 2022, Lemon Dash marked the 1965 Spirit of Victory franchise’s entry into the premium flavoured rum segment. The refreshed identity builds on the brand’s heritage while highlighting its citrus-led proposition centred on Gandharaj lemon.
The 1965 Spirit of Victory franchise was originally launched in 2017 as a tribute to soldiers of the 1965 Indo-Pak war. It was first introduced through the Canteen Stores Department before expanding into the domestic market.
Radico Khaitan chief marketing officer Kunal Madan said the refreshed pack brings together the strength and character of the 1965 identity with the brightness of Gandharaj lemon.
The new packaging uses a cream-and-gold palette with deep green accents, metallic detailing and illustrated Gandharaj lemons. A tall textured glass bottle, embossed details and the brand’s roundel badge add to its premium positioning.
The franchise’s four heritage pillars, Honour, Courage, Brotherhood and Glory, continue to feature in the new identity.
Lemon Dash is positioned as a citrus-infused rum with a bright aroma, smooth texture and fresh finish, combining the character of rum with Gandharaj lemon. The expression has also received a Gold Quality Award from Monde Selection.
The refreshed product is currently available in Assam in 750ml glass bottle with mono carton, 375ml glass bottle and 180ml glass bottle formats.
The new packaging will subsequently roll out across other key Lemon Dash markets, including Odisha, Jharkhand, Tamil Nadu and West Bengal.
Radico Khaitan, formerly Rampur Distillery Company, began operations in 1943 and started building its own brands with the launch of 8PM Whisky in 1998. Its portfolio spans whisky, rum, vodka, brandy, gin and Indian single malt categories, with brands exported to more than 100 countries.
