Diageo India has launched its 125-year-old famous whiskey brand ‘McDowell’s No. 1’ has taken a big step to present it in a new form. This will help the leading liquor company strengthen its position in the ‘mass-premium’ segment and attract a new generation of consumers. As part of this change, the company has introduced an enhanced blend that includes selected imported Scotch, Indian malts and premium grain spirits. This whiskey is specially aged in oak and American barrels and blended in India and Scotland.

Selling over 30 million cases per year

Diageo India said in a statement that the new look of McDowell’s No. 1 will help the iconic brand remain relevant among today’s consumers. In this, the brand’s strong heritage is combined with a modern and premium experience. The brand’s new identity will strengthen its appeal among ‘Millennials’ and legal age consumers, who are looking for modern and unique products while retaining the ‘identity’ associated with McDowell’s No.1. McDowell’s no. 1, which sells more than 30 million cases (9 liters each) a year, the company said, adding that the company aims to redefine the seme. This is being done because consumer preferences are now moving away from price-based value towards quality, craftsmanship and experience.

Research with more than 10 thousand customers

According to Diageo India, the re-launch is not limited to a packaging change but also includes newly designed bottles and a re-imagined liquid with a modern visual identity. The statement quoted the company’s Chief Marketing Officer Ruchira Jaitley as saying that Diageo India conducted research with over 10,000 customers across 11 markets before introducing the change. He said today’s whiskey consumer is redefining ‘value’. Now it’s not just about affordability, but also about quality, craftsmanship and experience. He described the relaunch as “a blueprint for the future of India’s mass-premium whiskey range”.