Oriental
Hotel was abuzz with music, celebrities and lights on Friday 25th of
July as McDowell’s No. 1, the world largest selling whisky franchise, launched its
premium variant McDowell’sNo.1 Platinum Whisky in Nigeria.
At
this elegant and festive event to celebrate the new spirit and a milestone
moment, guests were treated to the music of Blackmagic and Patoranking. Andre Blaze, anchored the event for the night.
The
launch of a premium variant of McDowell’s No. 1 whisky is timely, coming at a
time when upwardly mobile consumers in Nigeria are enjoyingand experimenting
with more premium offerings like whisky. McDowell’s No.1 with its international
appeal is becoming an attractive brand of choice for such 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. This was certainly demonstrated at the launch
event.
Guests
were treated to an experience of the brand via the TVC and other visual
effects. The great unveil was made by
Barrister Mrs. Lucy IzoduwaOmagbonwho found the remote under her chair. Shehad
to trigger off an incredible CGI sequence about the brand.
According
to Ashok Capoor, President - Strategy, United Spirits Limited (USL),
“McDowell’s No 1 family is now far ahead in the game with half a million cases
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.”
“Consistency
in quality, innovative packaging, value packed innovations, strong sales push,
has triggered the brand to capture disproportionate growth in the market. We
have consistently launched new and premium variants across flavours to move
consumers up the value chain and increase portfolio contribution.” added
Capoor.
Other
performances were from a contortionist dance troupe; indeed the evening was a
celebration.
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