Diageo Logo | Photo Credit: Thadani, Hina
United Spirits Limited (USL), the India-listed subsidiary of global spirits giant Diageo Plc, unveiled a packaging overhaul for Black Dog Scotch Whiskey, repositioning the over 140-year-old brand with a sharper premium identity under the tagline “Savour the Sip.” USL shares were trading at ₹1,361.90 on the NSE on March 12, down ₹20.20 or 1.46 per cent from the previous close of ₹1,382.10.
The refreshed portfolio comprises two variants — Black Dog Black Reserve and Black Dog Triple Gold Reserve — with the latter being a triple-cask matured Scotch aged in Scotland. The new packaging introduces what the company calls “savour codes,” consisting of refined detailing and a cleaner visual language aimed at a younger consumer base without departing from the brand’s heritage aesthetic.
Black Dog, founded in 1883 by Sir Walter Millard, is blended from select Scottish distilleries including Linkwood. Varun Koorichh, Vice President – Marketing & Portfolio Head at Diageo India, said the refresh is intended to make the brand “feel as relevant as it has always been” while appealing to consumers seeking more intentional drinking experiences.
The revamped range is set to launch across key markets including Uttar Pradesh, Maharashtra, and Punjab. Diageo India, headquartered in Bengaluru, operates 35 manufacturing facilities across the country and markets brands including Johnnie Walker, McDowell’s No.1, and Smirnoff under the USL umbrella.
Published on March 12, 2026