Radico Khaitan Limited has unveiled a refreshed identity for its 1965 Spirit of Victory Lemon Dash Flavoured Rum, marking the next phase in the evolution of the company’s 1965 Spirit of Victory franchise. The revamped Lemon Dash has made its debut in Assam, with a phased rollout planned across key markets including Odisha, Jharkhand, Tamil Nadu and West Bengal.
The refresh comes as Radico Khaitan continues to strengthen the 1965 Spirit of Victory franchise, which is a Millionaire brand in the company’s portfolio. Originally launched in 2017 as a tribute to the soldiers of the 1965 Indo-Pak war, the franchise was initially introduced through the Canteen Stores Department (CSD) before expanding into the domestic market following strong consumer response.
Lemon Dash was introduced in 2022, marking the 1965 Spirit of Victory franchise’s entry into the premium flavoured rum segment. The expression was developed around a lighter, citrus-forward proposition as consumers increasingly explored flavoured spirits, contemporary serves and new cocktail occasions.
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The refreshed brand identity combines the heritage of 1965 Spirit of Victory with the distinctive character of Gandharaj lemon. According to Radico Khaitan Chief Marketing Officer Kunal Madan, the new identity aims to retain the heritage and character associated with the 1965 franchise while presenting Lemon Dash in a fresher and more contemporary format for today’s consumers.
The new packaging features an elegant cream-and-gold colour palette, deep green accents, metallic detailing and illustrated Gandharaj lemons. The tall, textured glass bottle, embossed detailing and signature roundel badge are designed to reinforce the premium positioning of the flavoured rum. The franchise’s four heritage pillars — Honour, Courage, Brotherhood and Glory — continue to feature prominently in the brand identity.
At the centre of the Lemon Dash proposition is 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 expression has also received international recognition, having won a Gold Quality Award at Monde Selection.
The refreshed 1965 Spirit of Victory Lemon Dash Flavoured Rum is currently available in Assam in three formats: a 750 ml glass bottle with mono carton, 375 ml glass bottle and 180 ml glass bottle. Radico Khaitan plans to introduce the new packaging in phases across other key Lemon Dash markets, including Odisha, Jharkhand, Tamil Nadu and West Bengal.
With the refreshed packaging and continued expansion into key markets, Radico Khaitan is positioning Lemon Dash as a contemporary flavoured rum while retaining the heritage-led identity of the 1965 Spirit of Victory franchise.
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