Diageo India revamps McDowell's No.1 with premium identity

New Delhi: Diageo India has gone for a major revamp of its 125-year old flagship whisky brand McDowell's No 1, a move which will help the leading alcoBev maker to strengthen its positioning in the mass-premium segment and appeal to a new generation of consumers.

As part of the revamp, the company has introduced an upgraded blend comprising select imported Scotch, Indian malts and premium grain spirits, with the whisky matured in select oak and American barrels and blended across India and Scotland.

"The revamp of McDowell's No 1 will help the iconic brand stay relevant with today's consumers by combining its strong legacy with a more contemporary and premium brand experience," said Diageo India in a statement.


The revamped brand identity will "strengthen its appeal among millennials and other legal-age consumers seeking modern, aspirational offerings", while retaining the "familiarity" associated with McDowell's No.1.

McDowell's No.1, which sells over 30 million cases (of nine litres each) annually, is aiming to redefine the "mass premium" whisky segment as consumer preferences shift from price-led value to quality, craftsmanship and experience, the company said.

The relaunch, goes beyond a packaging refresh, pairing the reworked liquid with a redesigned bottle and contemporary visual identity, Diageo India.

Diageo India conducted consumer research involving more than 10,000 consumers across 11 markets before undertaking the revamp, the statement said, quoting its Chief Marketing Officer Ruchira Jaitly.

"Today's whisky drinker is redefining value. It's no longer just about affordability, but also about quality, craftsmanship and experience," she said, describing the relaunch as "a blueprint for the future of India's mass premium whisky category."