In an effort to increase consumer confidence and market share, McDowell & Co., part of the UB Group Spirits Division, has repackaged its 750 ml bottle of McDowell’s No.1 Whisky in a ‘Smart Pack’ in the form of an international style carry bag. This new waterproof packaging system provides tamper-proof security and convenience to consumers. The pack once opened cannot be sealed again, hence making counterfeiting impossible. And there is no additional price burden for the consumer.
Said Alok Gupta, Executive Vice-President (Marketing), UBSpD, “Continuing with the tradition of constant innovations and providing greater value to our consumers, we have for the first time launched the Smart Pack which not only provides security against counterfeiting but also offers greater convenience. No.1 Whisky is now available in easily portable, contemporary international packaging.”
The pack has been designed after an extensive consumer interface programme. It has been launched in the Delhi market, and will subsequently be introduced in other markets..
This move comes at a time when the UB Group is planning to merge the Rs 1250-crore McDowell & Co with the Rs 350-crore Herbertsons Ltd. McDowell owns seven spirit brands each of which sell more than a million cases. McDowell’s No.1 sells 3.3 million cases. Will the Smart Pack help McDowell No.1 catch up with India’s largest selling whisky brand, Bagpiper, which is owned by Herbertsons?