DSP Black was launched as a premium extension for DSP regular (which operates in the regular whisky segment). Historically DSP Black has been in the prestige segment – cross lined to No.1 whisky across markets. Post merger with USL, this brand (from USL’s portfolio perspective) was envisaged to contain the growth of IBW across India. In mid 2006, the brand witnessed a makeover in an attempt to make itself relevant to the IBW/ new entrants consumers. The change entailed change in packaging (labels and mono cartons) and communication. On the packaging front (basis the research) – the word ‘Black’ has got a bit stylized, the black label has given the way for a nice young and premium feel by incorporating a good combination of blue, black and gold. The use of milder colors like blue has helped to decode the strong whisky connotations. The brand sold more than 1.4 million cases in 2007-‘08.