# Diageo India revamps McDowell's No.1

> Diageo India launches premium McDowell's No.1 to attract modern consumers.
- Title: Diageo India revamps McDowell's No.1 · The Economic Times
- Summary: Diageo India launches premium McDowell's No.1 to attract modern consumers. Diageo India revamped McDowell's No.1 with premium blend and identity to target…
- Keywords: diageo india, mcdowells no 1, premium whisky, mass premium segment, scotch whisky, india, Diageo, revamps, McDowell's, The Economic Times
- Source: The Economic Times — https://economictimes.indiatimes.com/industry/cons-products/liquor/diageo-india-revamps-mcdowells-no-1-with-premium-identity/articleshow/134506282.cms
- Author: PTI
- Published: 2026-09-26T14:19:00+00:00
- Read time: 1 min
- Topics: diageo india, mcdowells no 1, premium whisky, mass premium segment, scotch whisky, india
## Diageo India revamps McDowell's No.1
Diageo India has revamped its 125-year-old flagship whisky brand McDowell's No.1 to strengthen its position in the mass-premium segment and appeal to new consumer generations.
## New premium blend introduced
The revamped brand uses select imported Scotch, Indian malts, premium grain spirits matured in select oak and American barrels, blended across India and Scotland.
## Brand identity refresh
Diageo India introduced a redesigned bottle and contemporary visual identity to strengthen appeal among millennials and legal-age consumers seeking modern, aspirational offerings.
## Consumer research
Diageo India conducted consumer research with over 10,000 consumers across 11 markets before revamping McDowell's No.1.
## Ruchira Jaitly's statement
Ruchira Jaitly, Diageo India's Chief Marketing Officer, said today's whisky drinker redefines value through quality, craftsmanship and experience, not just affordability.

> Today's whisky drinker is redefining value. It's no longer just about affordability, but also about quality, craftsmanship and experience.
## Market impact
McDowell's No.1, selling over 30 million cases annually, aims to redefine India's mass premium whisky segment as consumer preferences shift toward quality and experience.
## Key takeaway

Diageo India revamped McDowell's No.1 with premium blend and identity to target mass-premium whisky drinkers seeking quality over price.