Diageo India has revamped McDowell’s No.1 with an upgraded whisky blend and a redesigned bottle, as the 125-year-old brand looks to keep pace with changing consumer preferences in India’s whisky market.
The updated blend combines imported Scotch, Indian malts and premium grain spirits. According to the company, the whisky is matured in select oak and American barrels, with blending expertise from India and Scotland contributing to its development.
Alongside the blend, McDowell’s No.1 has introduced a new bottle design and visual identity. The changes give the brand a different look while retaining its established name and heritage.
The revamp follows consumer research conducted across 11 markets, involving more than 10,000 consumers, which Diageo India said informed its approach to evolving the brand.
McDowell’s No.1 sells more than 30 million cases annually, making it a significant player in India’s whisky market. Its latest makeover comes as premiumisation gains traction in the category, with brands increasingly looking to differentiate themselves through product quality, packaging and the overall consumer experience.
The relaunch marks another update for the long-running brand as it seeks to balance its legacy with changing expectations in the mass-premium whisky segment.
Ruchira Jaitly, Chief Marketing Officer at Diageo India, said, “The evolution responds to changing expectations around quality, craftsmanship and experience, while preserving the trust and familiarity the brand has built over decades.”
