McDowell’s & Co., a celebrated name in the spirits industry for 125 years, has launched its X Series, introducing a premium selection of vodka, rum, and gin tailored for the evolving preferences of Gen Z and millennials. This bold move comes as social dynamics shift in a post-COVID world, with a growing appetite for innovative drinking experiences that extend beyond traditional whisky.
The X Series boasts a range of offerings, including a silky vodka, a refreshing dry gin infused with Brazilian citrus, a vibrant citron rum, and a rich dark rum combining Jamaican and Indian profiles. Varun Koorichh, Vice President and Portfolio Head, Marketing at Diageo India, emphasized the brand’s commitment to quality and unique flavors, aiming to enhance social connections through elevated mixability.
In Siliguri, the X Series is poised to capture the attention of young consumers eager for premium experiences. Local bars and restaurants are gearing up to incorporate these innovative spirits into their cocktail menus, reflecting a burgeoning cocktail culture. With this launch, McDowell’s & Co. is not just introducing a product but setting the stage for a new standard in social drinking across India.
