Royal Challenge Undergoes a Royal Makeover

April 16, 2009, Bangalore: Royal Challenge (RC), a premium brand from United Spirits is now available in a contemporary and youthful international look.  
The new RC bottle is short, squat and broad, with a slight taper that gives it an international and premium look. The mono carton has also been redesigned to compliment the premium feel of the bottle, in red & classy black color combination.  Red captures energy and leadership, while the rays in the mono carton represent reaching out to the horizon. Claessens, one of the largest design houses based in London, has designed the new pack of Royal Challenge in keeping with the brand’s proposition, “Game for Life”
P A B Sargunar, Chief Operating Officer, South, USL said “RC holds a 36% share of the premium whisky market currently. The new pack and smoother blend will help us gain an additional 4% market share by the end of this fiscal year. Our initiative is to ensure that our consumer’s dynamic attitude is reflected in the look and feel of our brands .The new RC pack depicts real winners who relish real challenges.”
“We have set a target of achieving  10 million cases over the next 10 years with the launch of the brand’s new look ,”he added .
About United Spirits Limited (USL):
United Spirits Limited (USL) is the INR 5500 crore spirits arm of the UB Group. USL was earlier McDowell and Company Limited and before that McDowell Spirits Limited. USL is headquartered in Bangalore with a global footprint and has 7500 employees across various locations. USL has a portfolio of more than 140 brands, of which 19 are millionaire brands* and has manufacturing and bottling units in 74 locations across the country.
USL represents the merged entities of erstwhile McDowell & Co. Limited, Phipson Distillery Limited, United Spirits Limited, Herbertsons Limited, Triumph Distillers and Vinters Private Limited, Baramati Grape Industries Limited, United Distillers India Limited, McDowell International Brands Limited and Shaw Wallace Distilleries Limited. The erstwhile McDowell & Co. Limited was first established as a proprietary business in 1826. For detailed information, please visit
* Those that sell more than a million cases per annum
Media Contacts

Shefali Kotnala / Bhuvaneshwari K
United Spirits Limited
m: +91-98863-78407 / 91-99729-00557

Devdulal Das  / Aradhana Prabhu/Aparna Grover
Ogilvy Public Relations Worldwide



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