X Series from McDowell & 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.

India, 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 & 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 & 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 & 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 & 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.

Unveiling the X Series by McDowell’s & Co.

· Vodka: A single grain vodka, it undergoes triple distillation with charcoal filtration to ensure

superior smoothness. This meticulous process delivers a silky, buttery texture, pristine

smoothness, and a crisp finish that enhances its refined character.

· Dry Gin: An elevated blend of botanicals, infused with natural Brazilian citrus flavour, it delivers

a refreshing balance of zesty oranges and juniper's unique flavour, creating a crisp gin.

· Citron Rum: A refreshing blend of imported lemon and lime flavours from France and unique

character of white rum from India. The French lemons brings a unique luscious flavour of citrus,

which when combined with a sweet and complex character of Indian rum, gives rise to a

refreshing, sweet palatable liquid experience.

· Dark Rum: A distinctive blend of double-distilled Jamaican rum and full-bodied Indian rum,

offering subtle vanilla notes and hints of spice. This fusion delivers a balance of dry fruit notes

on the nose with a hint of spicy and jaggery notes on the palate, ending with perfect warmth on

the throat.

The X Series by McDowell & Co. captures the essence of modern, upscale drinking and brings bold new

flavours to life. They are unexpectedly delightful, smooth and above all else, meant to bring the Yaars

together over times of conviviality. So, elevate your social occasions with this new range, where every

sip brings an unexpected taste, and every moment becomes a lasting memory. Why settle for the

ordinary when you can savor the extraordinary!