McDowell’s No.1 Platinum makes debut

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In Nigeria
Jul 31st, 2014
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McDowell’s No. 1, the world’s largest selling whisky franchise, launched its premiumvariant, McDowell’sNo.1 Platinum Whisky in Nigeria. The launch ofMcDowell’s No. 1 Platinumcomes at a time when consumers in Nigeria are actively moving away from categories like beer, gin, schnapps and local spirits to more premium offerings like whisky.

In this scenario McDowell’s No.1 with its international appeal and affordable pricing becomes an attractive choice for consumers. And when there is a milestone moment that needs to be underlined with premium celebrations, McDowell’s No. 1 Platinum is the perfect fit.

The McDowell’s No. 1 whisky franchise is ranked as the largest non-scotch offering in the world today and has created a historic landmark by clocking global retail sales worth USD 3.8 billion from nearly half a million cases sold in the year 2012-13. This globally acclaimed franchise is sold in 25 countries. McDowell’s No.1 whisky has already clockednearly half a million cases of sales in a single year in Nigeria, making it the largest whisky brand in the country. With a strong distribution network and innovative marketing initiatives, the brand has acquired a ubiquitous presence and is widely appreciated across Nigeria.

According to Ashok Capoor, President – Strategy, United Spirits Limited (USL), “McDowell’s No 1 family is now far ahead in the game with a half a millioncases sales last year in Nigeria. Global expansion and the premiumization strategy has paid off significantly for this portfolio especially in creating the largest whisky franchise with the combined strength of McDowell’s No. 1 whisky and McDowell’s No. 1 Platinum whisky. The brand has created new benchmarks be it contribution to USL’s topline and bottom line, retail value or, growth vis a vis industry performance. The record breaking performance by McDowell’s No. 1 is a reiteration of great faith affirmed in the brand by consumers and our trade partners.”

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