One of India’s most recognised whisky brands enters a new chapter with extra Scotch, a new liquid and a contemporary visual identity

India, 28 September 2026: Diageo India today announced the launch of the new McDowell’s No.1, unveiling a comprehensive transformation of one of the country’s most recognised whisky brands. The new proposition brings together an upgraded blend featuring extra Scotch, a redesigned bottle and a contemporary visual identity, marking a significant new chapter in the brand’s 125-year history.

The transformation has been developed to respond to changing consumer expectations, where value is increasingly associated with quality, craftsmanship, taste and the overall experience, alongside price.

With more than 30 million bottles sold every year, McDowell’s No.1 occupies a significant position in India’s whisky landscape. The latest evolution seeks to build on that scale and heritage while presenting the brand in a way that connects with a new generation of whisky drinkers.

Upgrading the Liquid

The heart of the new McDowell’s No.1 is an upgraded recipe combining selected Scotch whisky, Indian malts and grain whiskies.

The whiskies are aged in selected oak and American barrels and blended in both India and Scotland, drawing on Diageo’s global blending expertise to create a smoother and more contemporary expression.

The development of the new liquid involved more than 100 tests. The resulting whisky features a light and appealing nose with notes of vanilla, gentle grain sweetness and mild malt, accompanied by subtle touches of mature wood and sweet spices.

On the palate, the whisky delivers gentle sweetness with mild malty, woody and vanilla flavours, followed by a smooth finish with notes of vanilla cream and sweet flavours.

The new recipe has been designed to enhance the drinking experience while retaining the distinctive character and Scotch-inspired credentials associated with McDowell’s No.1.

A Contemporary Expression of a Legacy Brand

The product transformation extends beyond the liquid. McDowell’s No.1 now features a new bottle design and refreshed visual identity, giving the brand a more premium, distinctive and aspirational appearance.

The redesigned identity reflects the brand’s ambition to evolve with contemporary consumers while retaining the familiarity and recognition developed over its long history.

The result is a proposition that combines the heritage of McDowell’s No.1 with a more modern expression, positioning the brand for its next phase of growth.

Responding to the New Definition of Value

The launch comes against the backdrop of changing consumption patterns in India, where consumers are increasingly looking for products that combine quality with a sense of occasion.

For whisky consumers, social occasions continue to play an important role in consumption, with growing interest in products that offer not only smoothness and taste but also a sense of sophistication and social confidence.

Commenting on the transformation, Ruchira Jaitly, Chief Marketing Officer, Diageo India, said:

“Whisky drinkers in India are now redefining value. Value is not only defined by price but also by quality and craftsmanship of a product. Socialising plays an important role in Indian consumption patterns. Consumers want a whisky which they can proudly consume with their social circle.”

She added:

“We have tested these insights on more than 10,000 consumers in 11 countries, and we have repositioned India’s most famous whisky brand for its next generation, while retaining its credibility, recognition and leadership that it has earned through many years.”

Building the Next Chapter of McDowell’s No.1

The new McDowell’s No.1 represents a comprehensive evolution across liquid, packaging and brand positioning.

By combining an upgraded blend with extra Scotch, a new premium identity and consumer-led insights, Diageo India is bringing a contemporary expression to a brand with a long-established presence in the Indian market.

The launch marks the beginning of a new chapter for McDowell’s No.1—one that seeks to preserve the brand’s established equity while creating greater relevance for the next generation of consumers.