Paul John Whisky, the Indian single malt brand from John Distilleries, has unveiled a new brand identity and packaging design centred on its connection to Indian craftsmanship and its Goa origins.

The new identity is built around the narrative ‘A Journey into Indian Craft’, with the packaging highlighting the people, places and influences associated with the whisky. A reimagined elephant, a longstanding symbol of the brand, now features across the portfolio, with each expression using different illustrations, textures and visual elements linked to its flavour profile and provenance.

The refreshed packaging is currently being introduced across three core expressions — Nirvana, Brilliance and Bold. The wider portfolio, including the Select Casks range, will transition to the new packaging in phases over the coming months. The whisky itself remains unchanged.

The new identity comes as Paul John expands its international distribution. The brand is currently exported to more than 44 countries, with markets including the UK, US, Europe and UAE. 

Paul John said the new identity is intended to broaden how the brand presents its Indian provenance, moving beyond the whisky itself to the craft and cultural influences behind it.

Paul P John, chairman, John Distilleries, said, " Paul John Whisky has always been a celebration of India — its craftsmanship, its richness and its ability to create something truly distinctive for the world. As the brand has travelled across markets, our story has evolved with it. This new identity brings that journey to life. It reflects where we come from, the craft that goes into every expression and our ambition to take a contemporary expression of Indian whisky to the world. The liquid remains at the heart of everything we do, but now the world around it has a story to tell too."