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Mcdowell's XXX Celebration Rum

 
The year was 1991. 1 lac cases rolled out of the stable. 11 years later, 2.5 million cases reach the markets across 12 countries making it the 4th largest selling rum in the world. The leading brand in its segment, McDowell's No.1 Celebration Rum has come a long way, and it still has places to go.
Communication strategy for the brand in the initial stages was restricted to in-shop activity, as well as an aggressive on-premise activity. Given that the brand was perceived as younger, more energetic and vibrant, McDowell's No.1 Celebration Rum used events to communicate this imagery. With the brand being strong in the east, football became the obvious choice and McDowell's No.1 Celebration Rum’s entry into the arena started with the 1995 McDowell cup for football.

The brand has grown over the years, with a CAGR of 22.5% ('97-'98 to '01-'02) and in year 2003-2004 with figures of 4.3 million cases.

McDowell's No.1 Celebration Rum is presently a pan-Indian brand and is the market leader in most markets with the exception of some pockets. Some cause for celebration, but still some more miles to go!!