McDowell’s Enters Indian Single Malt Whisky Market with Distiller’s Batch
McDowell’s, a household name in the Indian spirits industry, has taken a bold step towards premiumizing its brand with the launch of Distiller’s Batch Indian Single Malt. This marks the entry of McDowell’s into the growing Indian single malt segment, which has been dominated by niche brands like Indri and Paul John Nirvana.
Distiller’s Batch Indian Single Malt is a triple cask expression crafted at United Spirits’ Nashik distillery. It combines the flavors of ex-bourbon, virgin oak, ex-cabarnet sauvignon, and Shiraz casks to create a unique and complex whisky. With a limited release of only 6,000 bottles, the whisky is priced at ₹ 3,500.
According to Vikram Damodaran, Chief Innovation Officer at Diageo India, the launch of Distiller’s Batch is the first step in the company’s strategy to premiumize the McDowell’s brand. The whisky is targeted at consumers who are exploring single malts and appreciate the nuances of craftsmanship.
To ensure authenticity and quality, McDowell’s has collaborated with the Bengaluru-based Single Malt Amateurs Club (SMAC) in the creation of Distiller’s Batch. SMAC’s involvement extended to the selection of casks and the specific finishes that give the whisky its distinct character.
The launch of Distiller’s Batch Indian Single Malt is a significant development in the Indian spirits market, as it brings a well-established brand into the premium whisky segment. It remains to be seen how consumers will respond to this new offering, but it is clear that McDowell’s is making a concerted effort to elevate its brand image and cater to a discerning clientele.