ADS Spirits’ flagship brand, Royal Green, is flipping the narrative on what it means to achieve success. Once known for its empowering tagline “Taste the Success,” the brand is now embracing a more evolved and authentic philosophy — “Live Up Success.”
As one of India’s fastest-growing, youth-centric liquor brands, Royal Green’s repositioning reflects the evolving mindset of Gen Z and young millennials — a generation that views success not as a final destination, but as a journey of everyday moments, micro-achievements, and self-growth.
From Chasing Success to Living It
For today’s young achievers, success isn’t just about promotions or milestones — it’s about late-night edits, creative collaborations, passion projects, and personal progress. Royal Green’s new positioning celebrates this new-age definition of ambition — the small wins that fuel bigger dreams.
“Live Up Success” captures the heartbeat of this generation — those who find meaning not just in reaching the finish line, but in the grit, grind, and joy of the process itself.
The Campaign: A Snapshot of Real Success
The philosophy comes alive through Royal Green’s new digital brand film, a fast-paced, cinematic portrayal of modern ambition. The film drops viewers into the everyday hustle of young go-getters — from moments of doubt and creative breakthroughs to the quiet triumph of showing up again and again.
Through dynamic visuals, quick edits, and authentic storytelling, the film positions Royal Green as more than just a celebratory drink — it becomes a crafted companion for authentic celebrations, the drink that toasts not just to big wins but also to the small, personal victories along the way.
Brand Leadership Speaks
Paras Maan, Chief Operating Officer at ADS Spirits, explained the thinking behind the brand refresh:
“This repositioning is more than a tagline shift; it’s a reset in how we show up for the next generation. Success today looks different for everyone — it’s personal, chaotic, and ever evolving. ‘Live Up Success’ celebrates that journey — the hustle, the near-misses, and the tiny triumphs that make it real. Royal Green is your crafted companion for these authentic, everyday celebrations.”
A Movement, Not Just a Message
The “Live Up Success” movement will unfold through a vibrant integrated brand ecosystem — including creator-led storytelling, digital films, social media reels, retail activations, and collaborations that spotlight real stories of young Indians redefining ambition in their own terms.
By celebrating progress over perfection, Royal Green is not just rebranding — it’s resonating with a new generation that measures success in authenticity, resilience, and everyday joy.
