Business of Number 1 Yaari 1
IMPACT speaks to Varun Koorichh, VP of Marketing, Diageo India, as he shares his insights on McDowell’s entry into the white spirits market and the key role of continuity in building legacy brands
Q] Talk me through the launch and the event.
We’re excited to launch the X Series, McDowell’s fresh move into white spirits, targeting younger consumers seeking new experiences and flavours. This follows the release of our single malt range as part of our premiumization strategy. The X Series taps into a growing 10 million case category, propelling McDowell’s from its whiskey heritage into a vibrant and fresh new pool. Launched already in Maharashtra, UP, and Goa; we plan a nationwide rollout in the next 6-8 months.
Q] Alcobev brands often partner at launch events so that the attendees can naturally engage with the products. Do you think events are becoming one of the most important platforms for Alcobev companies to advertise and connect with consumers?
Events have always been important for Alcobev brands, as alcohol plays a key role in social settings. However, it’s crucial for marketers to carefully choose the right events. For McDowell’s, which focuses on friendship and social connections, we prioritise places where friends gather and have a great time. While events are important, digital and 360-degree integrated marketing strategies are essential too. It’s critical to maintain a strong content engagement strategy year-round to keep consumers actively engaged, rather than relying solely on events.
Q] You mentioned that Digital was also one of the marketing channels for you; which would you say is your preferred mode of marketing?
It varies from campaign to campaign and brand to brand. For McDowell’s, as a mass brand, reaching 170-180 million consumers requires the right media mix. For the X Series, targeting younger consumers, who are highly engaged with digital platforms and are globally aware, the focus shifts more towards digital activities and experiences rather than relying heavily on traditional advertising.
Q] Can you provide an overview of how your marketing budget is allocated across different channels? Which channel takes up the largest portion of your budget?
In our category, consumers have a strong opinion and invest more, so we focus heavily on advocacy, influencers, and bar programs. Most of our budget goes to digital and experiential marketing, with about 10% on traditional advertising as we’re a mass brand. The remaining 90% is split between digital, experiential, and influencer strategies.
