Diageo announces The All-New Royal Challenge
Royal Challenge Whisky, India’s most aspirational whisky brand that’s known to challenge the norms, today unveiled its brand-new renovation. The new Royal Challenge Whisky has a completely new liquid and a striking new pack that will stand out on the shelf.
Diageo India has created a truly unique blended whisky dedicated to the spirit of Delhi. The all-new Royal Challenge whisky is a perfect fusion of select imported scotch blended with perfection to deliver a sweet profile and subtle notes of vanilla, that will give the consumers a richer and smoother drinking experience.
With the vision to be an iconic millennial brand, Royal Challenge’s new pack has been re-designed for a premium look-and-feel and an elevated experience – the Lion sigil and red and black colors represent the bold and fearless spirit that the brand exemplifies. Further, with this renewed blend, Royal Challenge has evolved to be the most accessible and preferred brand for the younger generation
Speaking about the renovation, Ruchira Jaitly, VP of Marketing and Prestige portfolio head said, “Royal Challenge is a brand which has always believed that, to build a better tomorrow, we must challenge the stereotypes of today and reinvent the rules. With the vision to become the first whisky of choice that appeals to the people of Delhi, there was a need to reinvent and offer an experience that perfectly blends into the changing consumer palettes and choices. I am excited with what is in store and look forward to the people of Delhi embracing an all-new refreshed Royal Challenge as they have always done.
The launch of the all-new pack will look to explore an integrated communication strategy in Delhi that builds on this new positioning.
The phased launch will see the refreshed pack on shelves across the city this Festive season