INDIA – Diageo-owned McDowell’s & Co has unveiled its new X Series, a premium line of spirits that includes vodka, rum, and gin, aimed at appealing to India’s growing Gen Z demographic.
This launch reflects a shift in social drinking habits, as younger consumers increasingly seek diverse, high-quality experiences beyond traditional whisky offerings.
The X Series, which features single grain vodka, dry gin, citron rum, and dark rum, is designed to cater to consumers’ desire for experimentation and sophistication.
Varun Koorichh, Vice President and Portfolio Head of Marketing at Diageo India, commented on the launch, saying, “The X Series embraces a new era of sophistication and excellence, inspired by evolving consumer preferences for larger repertoires and better-quality drinking experiences.”
Crafted using ingredients sourced both locally and globally, the X Series blends traditional Indian flavors with international influences.
Each spirit is developed with a focus on unique recipes and innovative packaging, enhancing the overall consumer experience. This aligns with the broader trend of premiumisation in the Indian alcohol market, where quality and experimentation are driving consumer choice.
Diageo India’s commitment to craft spirits is evident in its product launches over the past three years. These include Epitome Reserve, a limited-batch collector’s edition, and Godawan, an artisanal single malt from Rajasthan.
Recently, the company launched its first sensory experience home, The Flavour Lab by The Good Craft Co, in Bangalore, to promote Indian craft spirits.
In Q1 2024, Diageo India reported a 25.6 percent year-on-year profit increase, reaching Rs 2.99 billion (US$35.7 million), with net sales growing by 8.3 percent to Rs 2,352 crore (US$28.1 million).
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE
