Vodka, gin and two variants of rum comprise McDowell's new X Series
In the early 60s, McDowell and Company began its journey in India with the launch of McDowell's No.1 Brandy, but it is now attending to the needs of the new generation with its X Series, comprising vodka, gin and two varieties of rum. With 35 manufacturing units spread across the length and breadth of the country, the X series is manufactured by United Spirits Limited (USL), a subsidiary of Diageo. Diageo India, a subsidiary of global leader Diageo Plc., manufactures, sells, and distributes premium brands such as Johnnie Walker, Black Dog, McDowell's No1, Smirnoff and Godawan. At the Catamaran Brewing Company, in Puducherry, where the launch of McDowell and Co.'s X Series took place last week, we try the brand's single-grain vodka, Brazilian citric gin, French citron infused white rum, and Jamaican-Indian dark rum mix.
Let us begin with the X Series vodka which is smooth, light, and surprisingly creamy. The aftertaste is richer and more polished because the vodka is triple-distilled, charcoal-filtered. The smoothness subtly shows vodka's presence but does not overpower.
Next is the gin, with a strong whiff of Brazilian orange peel and lemongrass, giving just the right amount of zing. The orange peel comes from juice industry waste, hence adding a touch of sustainability.
The series has two types of rum — citron and dark. The citron is made with French lemon after sampling over 600 varieties.
The dark rum is not winter-warming or overly flavoured but rather smooth, tropical and fruity. Comprising Indian and aged Jamaican rum, it breaks the barrier of rum being solely a winter drink. Add some pineapple juice and it turns into a cocktail.
X Series is carefully curated for bartenders. Bottles are designed for easy and quick pouring and with colour-coded tags and rubber corks. More importantly, by infusing spirits with lemon or orange flavours, they have eliminated the hassle of using fresh citrus, a necessity in summers when lemon prices skyrocket.
The range has already been launched in Karnataka, Goa, Maharashtra, Uttar Pradesh, West Bengal, Haryana, and Rajasthan, with Puducherry now becoming the latest to embrace the series.
Varun Koorichh, vice president of marketing at Diageo, understands the evolving market. He says, 'The new generation is not just consuming differently; they are living differently. They value innovation, novelty, and meaningful experiences. The McDowell's X Series is our answer to that shift: a bold new portfolio crafted not just to be consumed, but to be experienced.'
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