[7] In April 2008, the UB Group appointed London-based design firm Claessens International to revamp the packaging of Antiquity.

The primary reason behind the revamp was to retain the heritage character and incorporation of the Shaw Wallace name on the bottles of the brand that was formerly owned by SWC.

[12][13][14] The brand's main national competitors are Blenders Pride from Pernod Ricard and Peter Scot from Khoday India Limited,[15][16] as well as competition from other USL whiskies in the same price range such as Royal Challenge and Signature.

[22] Antiquity and Seagram's Blenders Pride were the highest selling whisky brands in the super-premium Indian Made Foreign Liquor (IMFL) category in 2002-03.

[24] In April/May 2012, American United Beer & Spirits signed Indian model and television personality Nina Manuel to represent Antiquity whisky in the US.