everyone’s favorite liquor
An Indian whiskey has ruined the world famous expensive and foreign liquor brands. The surprising thing is that the price of whiskey which has ruled the global market is less than the price of a pizza in many cities of India. We are talking about ‘McDowell’s No. 1’, which has taken the world crown in terms of sales. The latest report by global data firm ‘Drinks International’ shows that Indian whiskey is no longer limited to the country only, but has become a global force. McDowell’s No. 1 has recorded record sales of 30.1 million cases in the year 2025.
This liquor is available for just Rs 400
The biggest reason behind the success of any product is the right balance between its price and quality. The roots of this historic success of McDowell’s No. 1 are also hidden in this balance. In a metropolis like Delhi, a 750 ml bottle of this whiskey is available for only around Rs 400, whereas in Mumbai its price is around Rs 680. This ‘pocket-friendly’ price makes it suitable for everyone, from the common man to the grandeur of parties.
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The second major reason for the popularity of this brand is its unique taste. This whiskey is a perfect blend of imported Scotch and selected Indian grains and malt. Not only is this blend pleasing to the taste of Indian consumers, it is now being appreciated at the global level as well. Providing a premium feel at a low price has become its USP, which made it number one in sales figures.
Whiskey market is growing
According to reports, the whiskey market in India is expanding rapidly. The biggest reason behind this is the growing middle class and the trend of ‘premiumization’. Today’s consumer doesn’t just want an addiction, he wants an experience, but within his budget. The growth in sales of domestic and imported whiskey proves that India has now become one of the largest whiskey consumers in the world.
The British started it
McDowell’s roots go back to 19th century India. In 1826, Angus McDowell, a Scottish entrepreneur, founded ‘McDowell & Company’ in Madras (present day Chennai). At that time this company used to import cigars, tea and liquor for the British community living in India. But the real change came after independence.
In 1951, Vittal Mallya’s United Breweries (UB) group acquired this company, which changed its fortunes. In 1959, the company started its first distillery in Cherthala, Kerala. Gradually the dependence on foreign imports reduced and in 1963-64 the company launched its own brand.
‘McDowell’s No. 1 Whiskey’ which has conquered the world today, was launched in 1968. For more than five decades, this brand has been established in the market on the basis of its quality and trust. When Diageo bought stake in United Spirits Limited in 2013-14, the brand set out on a new global journey.