This whisky lets you turn the box into a Diwali lamp

The holiday season is here, and that means limited-edition whiskies. This year, Pernod Ricard has something special for Indian whisky lovers: the Longitude 77 whisky box can be transformed into a Diwali lamp.

Every year, Diwali—the Festival of Lights—lasts five days. Hindus celebrate the triumph of light over darkness. Pernod Ricard is tapping into that spirit with a special edition of Longitude 77 whisky.

The Indian whisky now comes in a gift box that, once opened, can be turned into a decorative lamp. To create the special packaging, the drinks company teamed up with FCB Neo, a creative agency.

The box features intricate jalis (geometric lattice patterns) and motifs inspired by royal courtyards. When placed near a light source, the cutouts cast elegant shadows, creating a striking lighting effect. The result is a gift that seamlessly blends craftsmanship and culture.

Joydeep Basuroy, Group Head of Marketing at Pernod Ricard India, says the packaging arrives at the perfect moment, as Indian whisky is experiencing a surge in popularity. Longitude 77 whisky is smartly riding that wave.

“Every drop reflects the depth, diversity, and modern refinement of India. Diwali is one of the most meaningful moments of the year for us, and we wanted to celebrate it with something that radiates not just luxury, but also emotion and connection.”

This Indian whisky debuted only in 2023. Crafted with ingredients from diverse origins, it offers a flavor profile that mirrors India’s rich variety. Expect notes of caramel, vanilla, and toffee, with gentle spice and berry undertones.

Several editions have since been released, each with its own flavor profile—including a peated edition.

It has not been announced whether the special Diwali edition will be released globally. Pricing for this special whisky set also remains under wraps.