USL hits pay dirt with McDowell's No 1 Platinum

McDowell’s No 1 Platinum, the premium grainased 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 100 per cent premium grain-based blend developed by Scottish master blender, Richard Paterson. The achievement takes the tally of millionaire brands in the United Spirits portfolio to 21.

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 presently operate at 53 per cent share-points in the segment. The launch of McDowell’s No 1 Platinum shifted the paradigm in the Indian prestige spirits segment with a premium offering at a reasonable price. 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 per cent year-to-date March 2011.