Diageo to rename McDowell’s Whiskey outside of India

Diageo has come to conclusion to rename one of its best-selling whisky brands and end exports of another after a tussle with the Scotch Whisky Association (SWA) over its fraudulent links to Scotland.

McDowell’s and Bagpiper are Indian whiskeys, whose origins are very well understood within the country. However the SWA argued that outside of India many consumers mistaken them to be Scotch whiskey's because of their name and references to Scotland.

Produced by Diageo’s Indian business, United Spirits, McDowell’s No. 1 is the world’s second-largest whiskey brand by volume behind fellow Indian whisky brand Officer’s Choice, according to IWSR.

Around 25 million nine-litre cases of McDowell’s No. 1 whisky were sold in 2014, compared to just under 19 million cases of Johnnie Walker, Diageo’s flagship Scotch.

The new name for McDowell’s is yet to be confirmed. Diageo will be able to continue selling McDowell’s and Bagpiper whiskies under their original names in India.

“In India, where these brands have been on sale for several decades, it is understood that McDowell’s and Bagpiper have a reputation locally as Indian brands. The situation is clearly different in markets outside India where the brands are not well known. Details of the agreement and transition arrangements remain confidential to the parties.”