The flavored rum by Radico Khaitan Limited, 1965 Spirit of Victory Lemon Dash, has received a revamped look. One of the leading spirit companies in India, Radico Khaitan Limited has planned a significant and phased rollout plan for this new, revamped identity of the 1965 Spirit of Victory Lemon Dash flavored rum. The revamped rum will first debut in Assam. It will then have a phased launch in Indian states like Odisha, Jharkhand, Tamil Nadu, and West Bengal. Here are all of the other important details to know about this update.
In Assam, the revamped Lemon Dash flavored rum is available in three sizes of glass bottles, 750 ml, 375 ml, and 180 ml. It has a vibrant and zesty, citrus-infused flavor profile with a smooth texture and fresh finish. These revamped bottles have a cream and gold palette, metallic detailing, and illustrations of Gandharaj Lemons. The embossed detailing on the textured glass bottle further reinforces its ideals of honor, courage, brotherhood, and glory.
1965 Spirit of Victory was originally launched in 2017. At the time, it was a tribute to the soldiers of the Indo-Pak war. The flavor Lemon Dash was later introduced in 2022. The refreshed identity is an attempt to blend the heritage of the rum with the flavor profile of Gandharaj lemons. This particular flavor of rum has also received the Gold Quality Award at Monde Selection.
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"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. 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," says Kunal Madan, Chief Marketing Officer, Radico Khaitan Limited, while commenting on the launch.
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As of now, 1965 Spirit of Victory is available in Assam, and the company does plan on expanding to other states soon. The new look marks a new phase in the journey of this spirit as well as of this company.
