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McDowell's No.1 Platinum, a grain-based whisky from United Spirits, has sold over 30 million bottles in the first year of launch.
Mr Ashok Capoor, Deputy President, United Spirits, said, “India's changing demography presents a significant opportunity for United Spirits to tap especially in the prestige segment. We currently operate at 53 per cent share-points in the segment. The launch of McDowell's No.1 Platinum changed the paradigm in the Indian prestige spirits segment with a premium offering at a price that the consumer found compelling.”
The prestige spirits segment is estimated at 28.5 million cases. The segment is growing at 10 per cent. Brands in this segment include McDowell's No.1 Reserve and DSP Black, both from United Spirits, and growing at a double-digit rate.
McDowell's No.1 Platinum is part of the Rs 8,300 crore McDowell's franchise. It recently signed on M.S. Dhoni to endorse the brand.
United Spirits is a Rs 7,500-crore spirits arm of the UB Group.
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