Diageo’s India division has updated the appearance and changed the formulation of its Indian-made foreign liquor (IMFL) brand, McDowell’s No1.
The packaging refresh (above) includes a slimmer, rounded bottle along with a new label featuring a red stripe for the brand, which has annual sales of “over” 30m cases. Diageo India said the pack’s “contemporary visual identity” aims to “bring a more premium, distinctive and aspirational presence to shelf”.
Diageo India has also “upgraded” the recipe for McDowell’s No1 – which is a blend of scotch, Indian malts and ‘grain spirits’ – by increasing the amount of scotch whisky by an unspecified amount.
Diageo India’s CMO, Ruchira Jaitly, said: “Today’s whisky drinker is redefining value. It’s no longer just about affordability, but also about quality, craftsmanship and experience.
“Socialising is at the heart of how India drinks, and consumers want a whisky they can proudly share with their circle; one that reflects who they are.”
Sales of rival IMFL mark Oaksmith, owned by Suntory Global Spirits, are on course to hit 2m cases in 2026, seven years since the brand’s launch, CEO Greg Smith told Global Drinks Intel last month.
