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Diageo-owned McDowell’s & Co has introduced its new X Series, a premium range of vodka, rum and gin, aimed at capturing the attention of the growing Gen Z demographic and evolving consumer preferences in the post-Covid landscape.

The launch comes at a time when social drinking habits in India are shifting, with younger consumers increasingly seeking diverse and high-quality drinking experiences.

The X Series – which includes a single grain vodka, dry gin, citron rum and dark rum – is designed to cater to this demand for experimentation and sophistication, moving beyond traditional whisky.

Varun Koorichh, vice president and portfolio head of marketing at Diageo India, said: “The X Series embraces a new era of sophistication and excellence, inspired by evolving consumer preferences for larger repertoires and better quality drinking experiences".

The new spirits are crafted using ingredients sourced from both local and global suppliers, reflecting a blend of traditional Indian flavors and international influences. Each variant is produced with a focus on unique recipes and innovative packaging, aiming to enhance the overall consumer experience.

Key features of the X Series include:

Vodka: A triple-distilled single grain vodka known for its smoothness and crisp finish.

Dry gin: Infused with natural Brazilian citrus flavours, combining zesty oranges with traditional juniper.

Citron rum: A blend of Indian white rum and imported lemon and lime flavours from France, creating a refreshing palate experience.

Dark rum: A fusion of Jamaican and Indian rums, offering notes of vanilla and spice, designed for a balanced tasting experience.

The rise of cocktail culture in India is also influencing the market, as consumers increasingly seek versatility in their drink choices. The X Series aims to elevate the art of mixability, providing options for inventive cocktails that appeal to both young adults and seasoned drinkers.

This strategic move aligns with broader trends in the Indian alcohol market, where premiumisation and quality are becoming key drivers of consumer choice.

Earlier this month, Diageo acquired non-alcoholic spirits brand Ritual Zero Proof, as part of its strategy to capitalise on the growing demand for alcohol alternatives.

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