McDowell's & Co.
The launch of McDowell’s Distiller’s Batch Indian Single Malt marks a new era for Indian industry.
In the heart of India's Western Ghats lies a realm of breathtaking beauty, the Sahyadri mountain range. Here, in the Nashik Valley, amidst the mist-shrouded peaks and green valleys, a rare spirit is born — a single malt whisky that embodies the very essence of this unique landscape. Guided by generations of expertise and an unwavering commitment to quality, the liquid stands as a testament to Indian craftsmanship, provenance, and luxury.
A blanket of mist unveils a shape both familiar and fresh – a creation that transcends time and tradition. The initial look reveals a royal deep purple adorned with glowing golden accents, signalling the dawn of a new era in Indian Single Malt. A revered name, now poised on the precipice of a transformative era – behold the debut of McDowell's Distiller’s Batch Indian Single Malt. Distilled and matured in Nashik Distillery, this triple cask whisky represents the pinnacle of Indian whisky making.
With only 6000 bottles available, the liquid embarks on a journey of refinement unlike any other. It is first matured in Ex-Bourbon and Virgin Oak Casks and then in Cabernet Sauvignon and Shiraz casks unique to the Sahyadri terrain, which add an exceptional vintage character to the whisky, making it unlike any other.
On the nose, the whisky boasts aromas of vanilla and rich fresh fruit, complemented by gentle afternotes of citrus and spice. On the palate, it offers a velvety richness and complex layers of sweet wood and fresh fruity flavours, resulting in a mellow-sweet and lingering finish.
The essence of the Sahyadri mountain range comes to life through the whisky’s captivating bottle and label design. Inspired by the breathtaking beauty of the Nashik Distillery, where the whisky casks are enveloped by mountain mists, the brand’s packaging reflects the vibrant hues and mystical aura of this unique region. Deep purple tones and veiled peaks adorn the packaging, embodying the spirit of the mountains. As an ode to its spectacular terroir, the wine region also comes alive on the packaging with a golden map.
Founded 125 years ago, McDowell’s and Co stands as India’s original alco-bev pioneer - synonymous with excellence, high quality, and fine spirits. In 1959, the company established its first distillery in Cherthala, Kerala. This marked the genesis of the McDowell's No.1 brand, which soon launched its brandy and later expanding to introduce whisky and rums, thereby becoming the first to offer a diverse portfolio of spirits from a single house of brands. In 1968, the brand launched McDowell's No.1 Whisky, marking the inception of the world’s largest selling whisky, born out of India.
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Product Details
For the design, Diageo India has collaborated with Design Bridge and Partners, their established long-term partner. Jon Neal, Creative Leadership Director, explains that the bottle and packaging are the ultimate capture of the spirit of the Sahyadri mountain range in India where the whisky is produced. The spectacular location, the vibrant hues, and the unique atmospheric conditions of the Nashik Distillery, where mountain mists embrace the whisky casks, have inspired the deep purple tones and shrouded peaks on the packaging. This marks a new and exciting chapter for the McDowell's brand, introducing a sophisticated and premium
Single Malt Whisky and celebrates the untold story of India’s contribution to the world of whisky making.
Tasting notes
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Nose - A symphony of vanilla and rich fresh fruit aromas takes centre stage, complemented by gentle afternotes of citrus and spice.
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Palate - A velvety richness with sweet wood and fresh fruit flavours intertwine to create complex layers.
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Finish - Sweet and lingering, gently coating the palate with a flavourful embrace.
Case Study
We began working with 30BestBarsIndia when the platform was in its third year, though it lacked widespread recognition. Our primary goal was to ensure that every story and conversation about the top bars featured their 30BestBarsIndia ranking. Over the past three years, the platform has grown to a celebration of the rising standards of Indian bars and beverages – both nationally and internationally.
Approach
Our strategy focused on positioning 30BestBarsIndia as the most prestigious bar ranking platform while building recognition and advocacy for Vikram Achanta as a leading expert in the bar and beverage industry. This was achieved through a communications plan that hinged on the following:
Industry Insights and Thought Leadership:
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Hosted annual knowledge-sharing sessions covering key trends in India's bar landscape—sustainability, bar takeovers, ice programs, glassware innovations, and more.
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Supplemented these with insight notes and expert quotes, positioning Vikram Achanta as an authoritative voice in the industry.
Experiential and On-Ground Engagement:
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Organized bar crawls in key cities, engaging journalists and alco-bev advocates beyond conversations—immersing them in India’s best bar experiences.
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Hosted media at the finale weekend, featuring an exclusive bar crawl in the host city, culminating in the awards night.
Regional Amplification:
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Highlighted city-wise rankings and trends through tailored media outreach, ensuring local relevance and engagement.
Awards-Specific Amplification:
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Created focused communication around the lists (Top 100, Top 50, and Top 30) as well as new categories, driving visibility across trade and lifestyle media.