Royal Green Whisky repositions brand with ‘Live Up Success’ philosophy

Royal Green Whisky has unveiled a new brand philosophy titled ‘Live Up Success’, marking a strategic shift from its earlier positioning, ‘Taste the Success’. Announced on 16 December 2025, the updated direction reflects changing attitudes among Gen Z and young millennials, who increasingly view success as a series of ongoing, personal milestones rather than a single end goal.

The repositioning is rooted in the insight that younger audiences define achievement through everyday progress, creative effort and personal growth. Late-night work sessions, collaborative projects, experimentation and persistence now shape how ambition is perceived. ‘Live Up Success’ is intended to acknowledge these micro-achievements and moments of momentum that collectively define individual journeys.

As part of the repositioning, Royal Green has launched a new digital brand film that brings the philosophy to life. The film presents a fast-paced narrative, capturing moments such as late-night edits, creative breakthroughs, collaboration, uncertainty and recovery. Through rapid cuts and lived-in visuals, the film portrays success as a continuous process shaped by effort and resilience rather than spectacle.

The narrative places Royal Green as a presence alongside these moments, positioning the brand within the broader cultural context of ambition and self-expression. The messaging reinforces the idea that success is not something to be reached at a later stage, but something already being experienced through daily effort and progress.

Paras Maan, chief operating officer, ADS Spirits, said, “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.”

From a marketing perspective, the shift signals a move away from aspirational distance towards relatability and cultural relevance. By focusing on process rather than outcome, Royal Green aligns its communication with the language and lived realities of younger audiences who value authenticity and self-defined success.

The ‘Live Up Success’ philosophy will be activated through an integrated brand ecosystem spanning short digital films, reels, creator-led storytelling and culturally relevant collaborations. Retail visibility will also form part of the rollout, with an emphasis on reflecting the voices and experiences of young Indians across touchpoints.

The campaign structure is designed to be modular and digital-first, allowing the brand to participate in ongoing cultural conversations rather than relying solely on high-decibel, one-off launches. Creator partnerships and social formats are expected to play a central role in extending the narrative across platforms where younger audiences spend time.

With this repositioning, Royal Green Whisky is reframing how it communicates ambition and progress, placing emphasis on everyday effort and personal meaning. The ‘Live Up Success’ philosophy positions the brand within a broader shift in youth culture, where success is increasingly defined by consistency, purpose and the willingness to keep moving forward.