McDowell's No 1 Platinum sells 30 million bottles in first year of launch

Company brief

Mumbai , April 12, 2011

McDowell's No 1 Platinum, the premium grain based whisky from United Spirits, has sold over 30 million bottles in its maiden year. In the Indian alcobev industry or even globally - this is a record of sorts. Launched in March 2010, McDowell's No 1 Platinum is a runaway success with its 100% premium grain based blend developed by the Scottish master blender, Richard Paterson and global packaging innovation and first of its kind beveled mono carton. McDowell's No 1 Platinum's millionaire achievement takes the tally of millionaire brands in the United Spirits portfolio to 21.

Speaking on the occasion, Ashok Capoor, Deputy President, United Spirits Limited, said, "India's changing demography presents a significant opportunity for United Spirits to tap especially in the prestige segment. We currently operate at 53% share-points in the segment. The launch of McDowell's No 1 Platinum changed the paradigm in the Indian prestige spirits segment with a premium offering at a price that the consumer found extremely compelling. Sales of over 30 million McDowell's No 1 Platinum bottles is a testimony to this consumer patronage and the potential ahead."

The prestige spirits segment is an estimated 28.5 million cases. The segment is growing at a 10% YTD March 2011. Iconic brands in this segment include McDowell's No1 Reserve and DSP Black, both from the United Spirits portfolio and growing at a double digit rate. The unprecedented success of McDowell's No 1 Platinum in this segment heralds premiumization of the hitherto mid segment in the alcobev market in India.

"McDowell's No.1 Platinum is positioned as a brand inspiring unconventional leadership. The landmark sale of 30 million bottles in the first year of its launch testifies its brand promise - an unconventional leader," added Capoor.

Available in packs of 750 ML, 375 ML and 180 ML across India, McDowell's No 1 Platinum is a part of the Rs 8300 crore* McDowell's franchise. The brand is aggressively promoted through the retail channel and supported by a high decibel media campaign with MS Dhoni during the World Cup.

Cheers to the No 1 Spirit of Leadership.

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Shawna D'Silva

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