McDowell & Co Limited has allocated Rs 50 crores 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 McDowells, nationally.
McDowells will be focussing mainly on value determination, packaging and brand imagery in an extensive way. After the tremendous success of Blue Riband Duet (lime flavoured gin), Blue Riband Tango (orange flavoured) and the recently launched pineapple flavoured gin, the company is all set to unveil rose-flavoured gin for the first time in the Indian market.
No1 McDowells has emerged as the largest selling brand in the country. It is now the second largest selling brand in the world.