McDowell’s & Co., a 125-year-old iconic brand, is expanding its portfolio with the launch of the X Series, a premium range of vodka, rum, and gin. As socializing patterns shift post-COVID, the brand is tapping into the desires of Gen Z and millennials seeking sophisticated drinking experiences that go beyond traditional whisky.
The X Series features a diverse lineup, including a triple-distilled vodka, an elevated dry gin infused with Brazilian citrus, a refreshing citron rum, and a robust dark rum crafted from Jamaican and Indian spirits. Each variant is designed to elevate mixability and cater to the adventurous palate, reflecting a modern cocktail culture where experimentation reigns.Varun Koorichh, Vice President and Portfolio Head, Marketing at Diageo India, highlighted that the new offerings prioritize quality and unique flavor profiles, aiming to create memorable moments of connection and celebration. “We are taking forward our storied heritage with the launch of the X Series, embracing a new era of sophistication and excellence,” he stated.
In Siliguri, the X Series is anticipated to resonate well with young adults who are increasingly drawn to premium spirits. The local market is becoming a hub for cocktail culture, with bartenders eager to incorporate these innovative flavors into their menus, promising an exciting addition to social gatherings and nightlife in the region. With the X Series, McDowell’s aims to redefine the drinking experience, ensuring that every sip delivers an unexpected taste and lasting memory.
