New Delhi, September 24, 2026 (Yes Punjab News)
Radico Khaitan Limited has unveiled a refreshed identity for its Lemon Dash Flavoured Rum, marking the next phase in the evolution of its 1965 Spirit of Victory franchise.
The new-look Lemon Dash has debuted in Assam, with a phased rollout planned across key markets including Odisha, Jharkhand, Tamil Nadu and West Bengal.
The refresh builds on the 1965 Spirit of Victory franchise, described by the company as a Millionaire brand in its portfolio. Launched in 2017 as a tribute to 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 as the franchise’s entry into the premium flavoured rum segment, offering a lighter, citrus-forward proposition as consumers increasingly explored flavour-led serves and new cocktail occasions.
The refreshed identity combines the heritage of 1965 Spirit of Victory with the character of Gandharaj lemon.
“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,” said Kunal Madan, Chief Marketing Officer, Radico Khaitan Limited.
“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,” he added.
The redesigned packaging features a cream-and-gold palette, deep green accents, metallic detailing and illustrations of Gandharaj lemons. The tall, textured glass bottle, embossed detailing and signature roundel badge are aimed at reinforcing the product’s premium positioning.
The franchise’s four pillars — Honour, Courage, Brotherhood and Glory — continue to anchor its heritage.
Lemon Dash is described as 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 a Gold Quality Award at Monde Selection.
The refreshed Lemon Dash 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.
The new packaging will be rolled out in phases across other key Lemon Dash markets, including Odisha, Jharkhand, Tamil Nadu and West Bengal.
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