Stories
Diageo India Revamps McDowell's No.1: Premium Identity Targets New Generation
N
News18•26-09-2026, 19:30
Diageo India Revamps McDowell's No.1: Premium Identity Targets New Generation
- •Diageo India has undertaken a major revamp of its 125-year-old flagship whisky brand, McDowell's No.1, to strengthen its position in the mass-premium segment.
- •The revamp includes an upgraded blend featuring imported Scotch, Indian malts, and premium grain spirits, matured in select oak and American barrels.
- •The initiative aims to appeal to millennials and legal-age consumers seeking modern, aspirational offerings while retaining the brand's familiarity.
- •McDowell's No.1, selling over 30 million cases annually, seeks to redefine the mass-premium whisky segment by focusing on quality, craftsmanship, and experience.
- •The relaunch goes beyond packaging, pairing the reworked liquid with a redesigned bottle and contemporary visual identity, following extensive consumer research.
Key Questions Answered
Diageo India has introduced an upgraded blend featuring select imported Scotch, Indian malts, and premium grain spirits matured in oak and American barrels, accompanied by a redesigned bottle and a contemporary visual identity.
McDowell's No. 1 sells over 30 million cases, with each case consisting of nine litres, annually.
Diageo India conducted consumer research involving more than 10,000 consumers across 11 markets before undertaking the brand revamp.
