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McDowell's No.1 reinforces their association with Deccan Chargers at IPL Season 4

Announcement  |  Corporate 

McDowell's No.1; the flagship brand of India's largest spirits manufacturer United Spirits Limited (USL), is all set to bolster the brands principal disposition of being the undisputed Dosti Ka No.1 Spirit and the preferred consumer choice, with this season of Indian Premier League. With the stage set for season four of this gripping cricketing extravaganza, McDowell's No.1 will usher in an all-new Deccan Chargers squad, who with their dynamic and distinct team spirit will hope to inspire a whole new generation of young cricketers.

Speaking on the occasion Ashok Capoor, Deputy President, USL said, 'Considering McDowell's No.1 and Deccan Chargers brand attributes equate naturally, this association is definitely well pronounced. McDowell's No. 1 represents the true spirit of friendship between close friends; an attribute which has always been intrinsic to the Deccan Chargers team since season one. This has given our brand the confidence that this alliance will help accentuate the 'Dosti Ka No.1 Spirit' in all its glory. We wish each player good luck and we are confident that the No.1 Spirit of friendship will propel the team to yet another awe-inspiring season of cricket.'

To reiterate their allegiance towards the all-new team of Deccan Chargers, McDowell's No.1 put together a grand Tilak ceremony for the new squad, as a symbol of good luck and friendship before the start of the season. The entire Deccan Chargers team attended the ceremony that was held at ITC Kakatiya. The event perfectly captured the essence of 'Dosti Ka No.1 Spirit', which will be a key factor for the team this year. The event began with the team enacting a 'gesture' signifying the spirit of friendship by raising their cricket bats together. Wearing traditional Hyderabadi Nawab headgear the gesture embodied the spirit of camaraderie that subsists within the team and no doubt is an indication of the action-packed season that fans can look forward to from the Deccan Chargers.

Since inception, 7 million people around the world have connected and celebrated the McDowell's No. 1's brand proposition of being the 'Dosti Ka No.1 Spirit'. The brand has always been targeted at ambitious and confident youth who value and cherish friendship and this winning association between the brand and the Deccan Chargers is based on the very same principle and brand characterization. The four year long association with Deccan chargers is also a testament to the brand's admiration for the game of cricket and the camaraderie it brings forth.

About United Spirits Limited:
United Spirits Limited (USL) is the INR 7500 crore spirits arm of the UB Group. USL was earlier McDowell and Company Limited and prior to that McDowell Spirits Limited. USL is headquartered in Bangalore with a global footprint and has 7500 employees across various locations. USL has a portfolio of more than 140 brands, of which 21 are millionaire brands, and the company has 84 manufacturing and bottling units across the country.

USL represents the merged entities of the erstwhile McDowell & Co. Limited, Phipson Distillery Limited, United Spirits Limited, Herbertsons Limited, Triumph Distillers and Vintners Private Limited, Baramati Grape Industries Limited, United Distillers India Limited, McDowell International Brands Limited and Shaw Wallace Distilleries Limited. The erstwhile McDowell & Co. Limited was first established as a proprietary business in 1826. For detailed information, please visit

About McDowell’s No 1:
Innovation is the hallmark of McDowell’s No 1. Being the flagship brand of United Spirits, McDowell’s No 1 has been the pioneer of what are spirits industry norms today – the super caps, flexi packs, tetra packs. The brand has been associated with some of the biggest events and properties in the country – be it movies, music, communication, design. Close monitoring of patrons and new consumers to ensure enriched and enhanced brand experience is the key to its global success. Valued at Rs 8300 crores by PASH Beverage Research, UK, McDowell’s No 1 is the largest FMCG brand in India.

First Published: Fri, April 08 2011. 18:58 IST