X Series from McDowell's & Co, a premium new range of Vodka, Rum and Gin hits the market

                                     The iconic and legendary brand is expanding into the alcohol of choice of the Gen Z and new India.

Mumbai, 26^th September 2024: Globally, the social order has seen shifting patterns post-Covid and when it comes to socializing, connections and celebrations, there is an increasing desire to live life fervently and actively. It is no different in India and this transformation is further fuelled by the rising Middle India, as well as the Gen Z entering adulthood, and millennials seeking evolved experiences, leading to emergence of new status symbols. There is an increasing desire for better drinking experiences with focus beyond traditional whisky, and the rise of cocktail culture also attests to the same, with consumers, young and old, getting more experimental. 

Repertoire is the current calling. So, what better time for one of India’s most iconic and legendary brands, McDowell’s & Co., a 125-year-old powerhouse, to reinvent itself with a metamorphosis that puts the consumer at the center of its portfolio! With seven different distilleries spread across the length and breadth of the country, sourcing raw materials and ingredients from across the nation and the world, the X Series by McDowell’s & Co. is reimagining the way consumers will now experience a portfolio of beautiful liquids, ranging all the way from vodka and gin to a vibrant new citron rum and a delicious dark rum. Combining the best of Indian ingredients with globally exotic flavours, the X Series by McDowell’s & Co. presents a distinct new portfolio, the likes of which have not been seen before in India – with honest ingredients, unique recipes and vibrant new packaging, with the purpose of delivering an unparalleled palate experience

This new range is all set to shake things up and redefine fun for the young men and women ready to experiment with something fresh and exciting. Speaking at the launch of the X Series by McDowell’s & Co. Varun Koorichh, Vice President and Portfolio Head, Marketing, Diageo India, said,“McDowell’s has consistently set standards of excellence in the world of spirits with its exceptional taste and long-standing legacy of quality. We are taking forward our storied heritage with the launch of the X Series by McDowell’s & Co., embracing a new era of sophistication and excellence. This new range of premium vodka, gin, citron rum and dark rum is inspired by the evolving consumer preferences for larger repertoires, prioritizing better quality drinking experiences, with experimentation at the heart of it all. With its unique flavour profiles, the X Series by McDowell’s & Co. is set to elevate the art of mixability and inventive cocktails for those eager to experiment, paving way for new and unexpected moments of connections and celebrations.”

With this new offering, McDowell’s continues its legacy of innovation, reimagined for a new generation of free-spirited consumers, with a bold leap into versatility and sophistication that shakes off the ordinary. Each variant is crafted to suit different occasions and taste profiles, presenting a symphony of flavours for the adventurous