Sambit Datta

Mumbai, June 14: McDowell & Co Ltd has allocated Rs 50 crore for advertising and promotional purposes for the year 2001- 2002. The company is also planning to launch a new variant of rose-flavoured gin under the Blue Riband umbrella.

It also plans to market its soda and mineral water under the brand name No1 McDowell nationally. Recently, the company has introduced No1 McDowell soda and mineral water in Bangalore. It has set up separate unit for manufacturing these products. Said McDowell & Co Ltd assistant vice president (marketing) Alok Gupta: “This year we will be focusing on value determination, packaging and brand imagery in an extensive way. As the undisputed leader in the Indian spirits industry, McDowell has consistently been at the forefront of innovation. After the tremendous success of Blue Riband Duet (lime flavoured gin), Blue Riband Tango (orange flavoured) and the recently launched pineapple flavoured gin, we are all set to unveil rose-flavoured gin for the first time in the Indian market. “

“No1 McDowell has emerged as the largest selling brand in the country. It is now the second largest selling brand in the world. Ever since the launch of the brand in each of the flavors, we have been consistently setting up standards in the industry with regard to all packaging, promotion and marketing activities,” he said.