McDowell’s and Co Launches X Series to Tap into India’s Evolving Cocktail Culture

India's hospitality and beverage industry is witnessing significant changes in consumer preferences, driven by a shift in socializing patterns post-Covid. With the rise of Middle India and younger generations like Gen Z and millennials seeking more diverse experiences, there is a growing demand for elevated drinking experiences beyond traditional options like whisky. The increasing popularity of cocktail culture is a testament to this trend, with consumers of all ages experimenting with new flavors and drinks.

In response to this shift, McDowell’s and Co., a 125-year-old legacy brand in India's spirits market, has reimagined its offerings with the launch of the X Series. This new portfolio, which includes vodka, gin, citron rum, and dark rum, is designed to appeal to consumers seeking more varied and sophisticated drinking experiences. Sourced from ingredients across India and the world, the X Series reflects the brand’s commitment to innovation while maintaining its long-standing quality standards.

The X Series stands out by combining Indian ingredients with exotic global flavors, offering a fresh approach to the spirits market. The brand’s seven distilleries across the country have contributed to this diverse range, which aims to deliver a unique palate experience with honest ingredients and distinctive recipes.

Varun Koorichh, VP and Portfolio Head of Marketing at 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 and 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."

The X Series represents McDowell’s push into the modern cocktail culture, offering versatile options for consumers eager to experiment with new flavors. The unique flavor profiles are designed to enhance mixability and promote inventive cocktails, catering to the evolving tastes of India’s new generation of drinkers. This move positions McDowell’s and Co. as a key player in the hospitality sector’s ongoing transformation, delivering products that resonate with today’s more adventurous and discerning consumers.

With this latest offering, McDowell’s continues its legacy of innovation, creating a range that suits various occasions and taste preferences. As the hospitality industry in India evolves, the X Series by McDowell’s and Co. is set to play a pivotal role in shaping the future of drinking experiences in the country.