Radico Khaitan has unveiled a refreshed identity for its 1965 Spirit of Victory Lemon Dash Flavoured Rum, bringing a new premium visual identity to the citrus-led expression as the company expands its flavoured rum portfolio across key Indian markets.

The refreshed Lemon Dash has made its debut in Assam, with the new packaging set to roll out in phases across Odisha, Jharkhand, Tamil Nadu and West Bengal.

The move forms part of the evolution of the 1965 Spirit of Victory franchise, which Radico Khaitan describes as a Millionaire brand in its portfolio.

Originally launched in 2017, 1965 Spirit of Victory was positioned as a tribute to soldiers of the 1965 Indo-Pak war. The brand was initially introduced through the Canteen Stores Department (CSD) before subsequently expanding into the domestic market.

A Premium Refresh for Lemon Dash

Lemon Dash was introduced in 2022 as the franchise's entry into the premium flavoured rum segment. Built around a lighter and citrus-forward proposition, the expression combines rum with the character of Gandharaj lemon.

The refreshed identity retains elements of the original 1965 Spirit of Victory positioning while giving Lemon Dash a more contemporary visual character.

The new packaging uses a cream-and-gold colour palette, deep green accents, metallic detailing and illustrated Gandharaj lemons. The tall textured glass bottle features embossed detailing and the brand's signature roundel badge.

The four heritage pillars of the wider franchise — Honour, Courage, Brotherhood and Glory — continue to feature in the brand identity.

According to Radico Khaitan, the redesigned pack is intended to balance the heritage associated with the 1965 Spirit of Victory franchise with the brighter and more contemporary character of Lemon Dash.

Commenting on the refreshed identity, Kunal Madan, Chief Marketing Officer, Radico Khaitan Limited, said, "1965 Spirit of Victory has always stood for a distinctive combination of heritage, pride and character. With Lemon Dash, we wanted to bring that heritage into a fresher, more expressive space."

He added that the new packaging brings together the strength of the 1965 identity with the brightness of Gandharaj lemon, describing the refresh as an evolution of the brand in line with changing consumer preferences.

Citrus-Led Flavoured Rum

At the core of Lemon Dash is a citrus-infused rum characterised by a bright aroma, smooth texture and fresh finish.

The expression combines the character of rum with the citrus profile of Gandharaj lemon and has also received international recognition, winning a Gold Quality Award at Monde Selection.

The refreshed Lemon Dash is currently available in Assam in three formats:

• 750ml glass bottle with mono carton
• 375ml glass bottle
• 180ml glass bottle

The new packaging will be introduced progressively across other markets where Lemon Dash is sold, beginning with Odisha, Jharkhand, Tamil Nadu and West Bengal.

Building the 1965 Spirit of Victory Portfolio

The Lemon Dash refresh comes as Radico Khaitan continues to develop the wider 1965 Spirit of Victory portfolio. The company has positioned the franchise around its heritage while expanding into newer flavour-led segments.

Radico Khaitan's broader portfolio includes brands across whisky, rum, vodka, gin, brandy and Indian single malt categories, including Rampur Indian Single Malt Whiskies, Jaisalmer Indian Craft Gin, Royal Ranthambore Heritage Collection, Magic Moments Vodka, Morpheus Brandy and 1965 Spirit of Victory Premium XXX Rum.

Established in 1943 as Rampur Distillery Company, Radico Khaitan began developing its own brands in 1998 with the launch of 8PM Whisky. The company currently has owned production capacity of 323 million litres and operates 44 bottling units, including owned, contract and royalty bottling facilities.

Its brands are available in more than 100 countries, making international markets another part of the company's broader spirits business.

With the refreshed Lemon Dash identity now entering the market, Radico Khaitan is extending the heritage of its 1965 Spirit of Victory franchise into a more contemporary flavoured rum proposition while expanding its presence across multiple regional markets.