McDowell product in 5m club

McDowell & Co Ltd has stated that its No.1 Celebration Rum has joined the exclusive 5 million club by crossing the 5 million cases milestone.

It has thus become the fourth largest-selling rum brand in the world and also the fastest growing of the five brands. The company hopes to take the brand to the top globally in the near future.

This brand, according to Impact International which rates global alcohol beverage brands, has posted the highest growth of 29.6 per cent of the top 5 rum brands in the world.

According to Impact, India heads the global rum market in absolute volumes and is also the fastest-growing rum market in the world with growth rate of 8.5 per cent.

McDowell has added that its No. 1 umbrella brand consisting of McDowell No.1 whisky, brandy and Celebration Rum, had become the highest selling umbrella brand in the world during 2002-03, displacing Johnie Walker.

According to McDowell, the McDowell's brand family sale rose to 15.3 million cases at a growth rate of 22.4 per cent.

"McDowell's No. 1 brandy is the largest selling brandy in the world and it posted a phenomenal growth of 26 per cent in 2004-05, further consolidating its top position. Our No.1 whisky is the 8th largest brand globally and is the largest selling whisky in India in its price category," a spokesperson for the company said.

McDowell is the fourth largest spirits group in the world and with its acquisition of Shaw Wallace is set to become the second largest.

McDowell enjoys a 40 per cent market share in India and it recorded sales of more than 37.5 million cases in 2004-05. It has a portfolio of 66 brands that spans across flavours like whisky, brandy, rum, gin, vodka and wine.