Royal Green Whisky Unveils New Brand Philosophy: ‘Live Up Success’ for a New Generation of Achievers

Royal Green Whisky is flipping the script moving from “Taste the Success” to “Live Up Success.” Royal Green Whisky, one of India’s fastest-growing youth-centric whisky brands, has unveiled a bold new brand philosophy: “Live Up Success.” Evolving from the earlier promise of “Taste the Success,” the refreshed positioning mirrors the shifting attitudes of Gen Z and young millennials, a generation that sees success not as a destination but as a series of everyday moments, micro-achievements, and personal breakthroughs.

Today’s young consumers are rewriting what ambition looks like. Their success is shaped by the late-night edits, the passion projects, the creative collabs, the personal growth arcs, and the courage to keep showing up. “Live Up Success” celebrates exactly that: the small, significant wins that define their hustle, identity, and journey, making Royal Green a crafted companion for these authentic celebrations.

Brand Film: Live Up Success with Royal Green

The “Live Up Success” campaign comes to life through a dynamic new brand digital film that captures the restless, unfiltered pace of today’s achievers. The film drops viewers straight into the action, late-night edits, creative breakthroughs, moments of doubt, bursts of collaboration, and the quiet confidence of getting back up. The film’s fast cuts, lived-in visuals, and authentic characters showcase success as a series of small, personal wins that unfold in real time.

Royal Green positions itself as the crafted companion to these moments, not just the big milestones. The film defines its pulse, giving young viewers a clear message: you’re not chasing success; you’re already living it, one win at a time.

Paras Maan, Chief Operating Officer, ADS Spirits, puts it best: “This repositioning is more than a tagline shift, it’s a reset in how we show up for the next generation. Success looks different for everyone today. It’s personal, chaotic, and ever evolving. ‘Live Up Success’ is about recognising that – honouring the hustle, the near-misses, and the tiny triumphs that mean the most. With ‘Live Up Success,’ we’re celebrating not just the big milestones but the courage to try, the persistence to keep going, and the joy in building something meaningful. Royal Green whisky is your crafted companion for these authentic, everyday celebrations.”

The “Live Up Success” movement will come alive through an integrated brand ecosystem- reels, creator-led storytelling, short digital films, culturally relevant collabs, and retail visibility that puts the voices and lived realities of young Indians at the forefront.