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 portfol