McDowell's No.1
{{Short description|Brand of Indian Spirits}}
{{infobox brand
| name = McDowell's No.1
| image = McDowell's No.1 logo.png
| caption =
| type = Spirits, bottled water, soda
| currentowner = United Spirits Ltd (USL)
(Diageo)
| origin = India
| introduced = 1963–64
| related =
| markets =
| previousowners =
| trademarkregistrations =
| ambassadors =
| tagline = No1 Yaari Ka No1 Spirit
| website = {{URL|https://www.diageoindia.com/brands/brand-profiles/mcdowell-s-no-1/|diageoindia.com}}
}}
McDowell's No.1 is an Indian brand of spirits manufactured by United Spirits Limited (USL), a subsidiary of Diageo. It is USL's flagship brand{{cite news |url=http://www.hindu.com/businessline/2000/09/07/stories/190702bb.htm |title=New look for McDowell's No. 1 series |newspaper=The Hindu |date=2000-09-07 |access-date=2013-08-11 |archive-date=2013-10-29 |archive-url=https://web.archive.org/web/20131029205535/http://www.hindu.com/businessline/2000/09/07/stories/190702bb.htm |url-status=dead }} and the largest umbrella spirits brand in the world, comprising three categories – whisky, brandy and rum (under the name McDowell's No.1 Celebration).{{cite news|url=http://www.thehindubusinessline.com/todays-paper/tp-corporate/united-spirits-sales-volumes-up-20-in-200809/article1049386.ece?ref=archive |title=United Spirits sales volumes up 20% in 2008–09 |newspaper=Business Line |date=2009-04-16 |access-date=2013-08-11}} The brand also has bottled water{{cite news|agency=PTI |url=http://articles.economictimes.indiatimes.com/2003-02-04/news/27560487_1_bottled-water-deadly-pesticides-bis |archive-url=https://web.archive.org/web/20131029202017/http://articles.economictimes.indiatimes.com/2003-02-04/news/27560487_1_bottled-water-deadly-pesticides-bis |url-status=dead |archive-date=October 29, 2013 |title=McDowell claims BIS compliance for bottled water |newspaper=The Economic Times |date=2003-02-04 |access-date=2013-08-11}} and soda.{{cite web|url=http://www.indiantelevision.com/mam/headlines/y2k5/feb/febmam57.htm |title=Nokia to sponsor Mark Knopfler India concert |publisher=Indiantelevision.com |date=2005-02-15 |access-date=2013-08-11}} The brand began with the launch of McDowell's No.1 Brandy in 1963–64.{{cite journal |url=http://www.ambrosiaindia.com/2011/april/ub-groups.pdf |title=UB Group supplement with April 2011 issue |journal=Ambrosia |date=April 2011 |access-date=2013-08-11 |editor-last=Desai|editor-first1=Trilok|archive-date=2018-10-03 |archive-url=https://web.archive.org/web/20181003020055/http://www.ambrosiaindia.com/2011/april/ub-groups.pdf |url-status=dead }} The brand's slogan is No1 Yaari Ka No1 Spirit.{{cite web |url=http://unitedspirits.in/mcdowells-no-1-whisky.aspx |title=Mc Dowell's No 1 |publisher=Unitedspirits.in |access-date=2013-08-11 |archive-date=2013-10-20 |archive-url=https://web.archive.org/web/20131020225806/http://unitedspirits.in/mcdowells-no-1-whisky.aspx |url-status=dead }}
Origin of name
The name McDowell came from Scottish distiller Angus McDowell, who established McDowell and Company in India in 1898, an overseas branch of McDowell of Scotland. In 1951, McDowell and Company was acquired by the UB Group of Vittal Mallya.{{Cite web |url=http://www.ambrosiaindia.com/2011/april/ub-groups.pdf |title=Archived copy |access-date=2013-08-10 |archive-date=2018-10-03 |archive-url=https://web.archive.org/web/20181003020055/http://www.ambrosiaindia.com/2011/april/ub-groups.pdf |url-status=dead }}{{cite news|url=http://timesofindia.indiatimes.com/business/india-business/Diageo-takes-full-control-of-USL/articleshow/37658513.cms |title=Diageo takes full control of USL - The Times of India |newspaper=The Times of India |date=3 July 2014 |publisher=Timesofindia.indiatimes.com |access-date=2015-09-05}}
History
In 1959, Mallya established McDowell and Company's first distillery at Cherthala, Kerala, and began bottling Bisquit Brandy and Dorville French Brandy from imported concentrates. The company commissioned India's first distillation plant at Cherthala in 1961 to produce extra neutral alcohol (ENA). The McDowell's No.1 brand began with the launch of McDowell's No.1 Brandy in 1963-64 following the termination of the import contract for No.1 Bisquit Brandy.{{cite web|url=http://www.telegraphindia.com/1121110/jsp/frontpage/story_16181340.jsp |archive-url=https://web.archive.org/web/20121116123814/http://www.telegraphindia.com/1121110/jsp/frontpage/story_16181340.jsp |url-status=dead |archive-date=November 16, 2012 |title=Diageo bottles Mallya genie |publisher=Telegraphindia.com |date=2012-11-10 |access-date=2013-08-11}} McDowell's No.1 Whisky was launched in 1968 and McDowell's No.1 Rum was launched in Celebration (dark) and Caribbean (white) variants in 1990-91.{{cite web |url=http://unitedspirits.in/mcdowells-no-1-celebration-rum.aspx |title=McDowell's No.1 Celebration Rum |publisher=Unitedspirits.in |access-date=2013-08-11 |archive-date=2013-08-07 |archive-url=https://web.archive.org/web/20130807070826/http://unitedspirits.in/mcdowells-no-1-celebration-rum.aspx |url-status=dead }}
The company was incorporated in 1999 as McDowell Spirits Ltd and changed its name from McDowell Spirits Ltd to McDowell and Company Ltd on 1 April 2000. The company changed its name again, to the current United Spirits Limited (USL), on 17 October 2006.{{cite web|url=http://www.indiainfoline.com/Markets/Company/Background/Company-Profile/United-Spirits-Ltd/532432 |title=United Spirits Ltdof a Background details about Company Profile |publisher=Indiainfoline.com |access-date=2013-06-16}} In 2000, Claessens International, a London-based design consulting firm, was hired to revamp the design and packaging of the series.
Whisky
McDowell's No.1 Reserve Whisky was launched in 1968 and is a blend of imported scotch and Indian malt whiskies.{{cite web|url=http://www.indiantelevision.com/mam/headlines/y2k3/feb/febmam15.htm |title=McDowell's No. 1 launches special limited edition cricket pack |publisher=Indiantelevision.com |date=2003-02-05 |access-date=2013-08-11}} It is sold in several countries outside India, including Africa, Canada, the Far East, Japan, the Middle East, and the United Arab Emirates.{{cite web|url=http://www.indiantelevision.com/mam/headlines/y2k5/july/julymam116.htm |title=Mudra adds McDowell's whiskey to its kitty |publisher=Indiantelevision.com |date=2005-07-20 |access-date=2013-08-11}}{{cite news|author=Sarah Jacob |agency=ET Bureau |url=http://articles.economictimes.indiatimes.com/2011-01-07/news/28432540_1_usl-dalmore-whyte-mackay |archive-url=https://web.archive.org/web/20160305073149/http://articles.economictimes.indiatimes.com/2011-01-07/news/28432540_1_usl-dalmore-whyte-mackay |url-status=dead |archive-date=March 5, 2016 |title=There's no comparison between Diageo and USL: Rekhi |newspaper=The Economic Times |date=2011-01-07 |access-date=2013-08-11}}
McDowell's No.1 Diet Mate, which the company claims is the world's first diet whisky, is a variant of McDowell's No.1 Whisky. It was launched in 2006.{{cite magazine|last=Bhupta |first=Malini |url=http://indiatoday.intoday.in/story/The+low-cal+high/1/1001.html |title=The low-cal high |magazine=India Today |date=2007-09-06 |access-date=2013-08-11}} It is sold in pint, nip, quart, and 750 ml bottles, at a cost 5% higher than McDowell's No.1 Whisky. The product was initially launched in Mumbai and Thane but later expanded to other markets.{{cite web|author=Ashish K Tiwari | url=http://www.dnaindia.com/money/1002850/report-new-mate-is-high-in-spirits-but-low-in-cals |title=New Mate is high in spirits, but low in cals |publisher=Dnaindia.com |date=2005-12-18 |access-date=2013-08-11}} Debashish Shyam, then General Manager (Marketing) of UB Group Spirits Division, stated that "Diet Mate is not a low-calorie whisky but has ingredients that increase metabolism."{{cite news|url=http://www.thehindubusinessline.com/todays-paper/tp-marketing/ub-revamps-major-brands-launches-new-variants/article1724309.ece?ref=archive |title=UB revamps major brands, launches new variants |newspaper=Business Line |date=2006-02-08 |access-date=2013-08-11}}
Rum
McDowell's No.1 Rum was launched in Celebration (dark) and Caribbean (white) variants in 1990-91. It is sold in 13 countries. In 2015, it overtook Bacardi as the world's best-selling rum brand.{{cite web|url=http://www.thespiritsbusiness.com/2015/06/rum-brand-champions-2015/ |title=Rum Brand Champions 2015 |publisher=Thespiritsbusiness.com |date=2015-06-15 |access-date=2015-09-05}}
Brandy
McDowell's No.1 Brandy was launched in 1963-64 and was the first McDowell's No.1 branded product. The brand created the template for the many No. 1 brands that the company would launch later. It is the largest selling brandy in the world by volume. It sold 4.6 million cases in 2004{{cite news|author=Raja Awasthi |agency=TNN |url=http://articles.economictimes.indiatimes.com/2005-05-22/news/27478437_1_brandy-mcdowell-ub-group |archive-url=https://web.archive.org/web/20130801175616/http://articles.economictimes.indiatimes.com/2005-05-22/news/27478437_1_brandy-mcdowell-ub-group |url-status=dead |archive-date=August 1, 2013 |title=McDowell No 1 is top brandy again |newspaper=The Economic Times |date=2005-05-22 |access-date=2013-08-11}} and 13.7 million cases in 2009.{{cite news|author=M Padmakshan |agency=ET Bureau |url=http://articles.economictimes.indiatimes.com/2010-01-25/news/28421797_1_usl-diageo-united-spirits |archive-url=https://web.archive.org/web/20131025061810/http://articles.economictimes.indiatimes.com/2010-01-25/news/28421797_1_usl-diageo-united-spirits |url-status=dead |archive-date=October 25, 2013 |title=USL's now world's No 2 spirit co, replaces Pernod |newspaper=The Economic Times |date=2010-01-25 |access-date=2013-08-11}}
Sales
McDowell's No.1 is the largest selling umbrella spirits brand in the world.{{cite web |url=http://www.equitybulls.com/admin/news2006/news_det.asp?id=49178 |title=United Spirits sales crosses 90 million cases in 2008-09 |publisher=EquityBulls.com |date=2009-04-16 |access-date=2013-08-11 |archive-date=2015-09-24 |archive-url=https://web.archive.org/web/20150924001813/http://www.equitybulls.com/admin/news2006/news_det.asp?id=49178 |url-status=dead }} It sold over 13.5 million cases in 2003-04,{{cite news|agency=TNN |url=http://articles.economictimes.indiatimes.com/2004-09-22/news/27414617_1_whisky-brand-celebration-rum-ub-group-spirits-division |archive-url=https://web.archive.org/web/20130708075746/http://articles.economictimes.indiatimes.com/2004-09-22/news/27414617_1_whisky-brand-celebration-rum-ub-group-spirits-division |url-status=dead |archive-date=July 8, 2013 |title=McDowell's No 1 world's fastest moving whisky |newspaper=The Economic Times |date=2004-09-22 |access-date=2013-08-11}} 6.07 million cases in 2005 and 8.65 million cases in 2006.{{cite news|author=M Rochan |agency=TNN |url=http://articles.economictimes.indiatimes.com/2007-08-20/news/27688431_1_whiskies-mcdowell-s-no1-drinks-international |archive-url=https://web.archive.org/web/20120105000148/http://articles.economictimes.indiatimes.com/2007-08-20/news/27688431_1_whiskies-mcdowell-s-no1-drinks-international |url-status=dead |archive-date=January 5, 2012 |title=McDowell's No 1 justifies its name |newspaper=The Economic Times |date=2007-08-20 |access-date=2013-08-11}} It had sales of 27.5 million cases in 2007-08,{{cite web|last=Chatterjee |first=Saikat |url=https://www.bloomberg.com/apps/news?pid=newsarchive&sid=apqDPNBbLSi8&refer=india |title=UB Says Overseas Firms Interested in United Spirits (Update2) |publisher=Bloomberg |date=2008-09-11 |access-date=2013-08-11}} and sold 14.3 million cases of whisky, 13.8 million cases of rum, and 11.7 million of brandy in 2010.{{cite news|author-first1=Boby |author-last1=Kurian | url=http://timesofindia.indiatimes.com/business/india-business/royal-stag-officers-choice-challenge-mallyas-empire/articleshow/7109285.cms |title=Royal Stag, Officer's Choice challenge Mallya's empire |newspaper=The Times of India |date=2010-12-16 |access-date=2013-08-11}}
The brand achieved retail sales worth $3.8 billion in 2012-13, selling nearly half a billion 750 ml bottles of its whisky, rum and brandy, making the brand the largest alcoholic beverage franchise in India by volume and value.{{cite web|title=McDowell's No.1 records $3.8 bn-worth sales in 2012-13|url=http://timesofindia.indiatimes.com/business/india-business/McDowells-No-1-records-3-8-bn-worth-sales-in-2012-13/articleshow/19618920.cms|work=The Times of India|access-date=11 August 2013|date=April 18, 2013}}
The following table shows the annual sales of McDowell's No.1:
Marketing
McDowell's No.1 is mainly advertised through Bollywood and cricket,{{cite web|url=http://www.indiantelevision.com/mam/headlines/y2k3/jan/janmam53.htm |title=UB group's McDowell's No 1 to bank on entertainment |publisher=Indiantelevision.com |date=2003-01-22 |access-date=2013-08-11}} as well as sports and music events. The brand has associated itself with Bollywood films such as Devdas, Road, Kaante and Stumped, through its Mera No 1 Entertainment banner.
On 21 August 2009, the brand announced a tie-up with Shillong Lajong F.C., the first team to qualify for the I-League 2009-2010 from North-East India.{{cite web|title=McDowell's No. 1 Announce Tie-Up With Shillong Lajong|url=http://www.goal.com/en-india/news/136/india/2009/08/21/1452738/mcdowells-no-1-announce-tie-up-with-shillong-lajong|work=Goal.com India|access-date=11 August 2013|date=August 21, 2009}} It signed Mahendra Singh Dhoni to a three-year endorsement deal, worth {{INRConvert|26|c}}, for McDowell's No 1 soda.{{cite news|author=Ratna Bhushan |agency=ET Bureau |url=http://articles.economictimes.indiatimes.com/2010-12-09/news/27607568_1_multiple-marketing-initiatives-maxx-mobile-rhiti-sports-management |archive-url=https://web.archive.org/web/20130523185741/http://articles.economictimes.indiatimes.com/2010-12-09/news/27607568_1_multiple-marketing-initiatives-maxx-mobile-rhiti-sports-management |url-status=dead |archive-date=May 23, 2013 |title=Now, Dhoni inks Rs 29-crore endorsement deal with Maxx |newspaper=The Economic Times |date=2010-12-09 |access-date=2013-08-11}}
McDowell's No.1 Whisky releases special packs to commemorate Holi, Diwali and New Year. The brand has sponsored several music concerts in India featuring artists such as Mark Knopfler, Enrique Iglesias,{{cite news|url=http://www.hindu.com/mp/2004/03/13/stories/2004031300150300.htm |archive-url=https://web.archive.org/web/20040930202322/http://www.hindu.com/mp/2004/03/13/stories/2004031300150300.htm |url-status=dead |archive-date=2004-09-30 |title=Enrique LIVE! |newspaper=The Hindu |date=2004-03-13 |access-date=2013-08-11}}{{cite web |url=http://www.apunkachoice.com/scoop/music/20040313-0.html |title=Enrique Iglesias to perform in India |publisher=ApunKaChoice.Com |date=2004-04-11 |access-date=2013-08-11 |url-status=dead |archive-url=https://web.archive.org/web/20150716190846/http://www.apunkachoice.com/scoop/music/20040313-0.html |archive-date=2015-07-16 }} Elton John,{{cite news|url=http://www.hindu.com/2002/11/03/stories/2002110303221300.htm |archive-url=https://archive.today/20130811102052/http://www.hindu.com/2002/11/03/stories/2002110303221300.htm |url-status=dead |archive-date=2013-08-11 |title=Elton John casts a spell |newspaper=The Hindu |date=2002-11-03 |access-date=2013-08-11}} Shankar–Ehsaan–Loy,{{cite news|agency=TNN |url=http://articles.timesofindia.indiatimes.com/2008-03-10/delhi/27743505_1_cheers-india-tour-ehsaan-and-loy-mathew-xavier |archive-url=https://archive.today/20130811102057/http://articles.timesofindia.indiatimes.com/2008-03-10/delhi/27743505_1_cheers-india-tour-ehsaan-and-loy-mathew-xavier |url-status=dead |archive-date=2013-08-11 |title=Magic of three |date=2008-03-10 |newspaper=The Times of India |access-date=2013-08-11}}{{cite news|agency=TNN |url=http://articles.timesofindia.indiatimes.com/2007-11-14/others/27958990_1_cheers-india-tour-united-spirits-limited-ehsaan-and-loy |archive-url=https://archive.today/20130811102011/http://articles.timesofindia.indiatimes.com/2007-11-14/others/27958990_1_cheers-india-tour-united-spirits-limited-ehsaan-and-loy |url-status=dead |archive-date=2013-08-11 |title=Shanker, Ehsaan and Loy rock Lucknow |date=2007-11-14 |newspaper=The Times of India |access-date=2013-08-11}} Vishal Dadlani and Shekhar Rajviani,{{cite news|url=http://www.indianexpress.com/news/The-Spirit-of-Friendship/860444/ |title=The Spirit of Friendship |newspaper=The Indian Express |date=2011-10-16 |access-date=2013-08-11}} and Rabbi Shergill, Strings, Bombay Vikings, Shibani Kashyap, Abhijeet Sawant, Kailash Kher and Mika Singh.{{cite web|url=http://www.indiantelevision.com/mam/headlines/y2k5/may/maymam111.htm|title=McDowell's associates with Brilliant Entertainment to launch 'Listen' - Indi-music platform|date=2005-05-30|publisher=Indiantelevision.com|access-date=2013-08-11}}
References
{{reflist|colwidth=30em}}
External links
- [https://web.archive.org/web/20130727001818/http://unitedspirits.in/ USL official site] (archived 27 July 2013)
{{Alcoholic drinks}}{{United Spirits}}
Category:United Spirits brands
Category:Products introduced in 1963
Category:Products introduced in 1964
Category:Products introduced in 1968