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The launch comes as social drinking habits in India transform, with younger consumers seeking more diverse and high-quality drinking experiences
McDowell’s & Co. has launched the X Series, a premium collection of vodka, rum, and gin aimed at appealing to the Gen Z demographic and evolving consumer preferences in the post-Covid era.
The launch comes as social drinking habits in India transform, with younger consumers seeking more diverse and high-quality drinking experiences.
The X Series features a single-grain vodka, dry gin, citron rum, and dark rum—designed to meet the demand for sophistication and experimentation, moving beyond the traditional preference for whisky.
Varun Koorichh, Vice President and Portfolio Head of Marketing at Diageo India, stated, “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 with ingredients sourced from both local and global suppliers, the X Series blends traditional Indian flavours with international influences. Each spirit is produced with a focus on innovative recipes and modern packaging, enhancing the overall drinking experience.