Diageo's Indian arm has changed the recipe for its McDowell's No.1 whisky with an “upgraded blend” to capture the “mass premium” segment.

The whisky contains more Scotch malt, the company said. The proportion in the blend has been increased by 30% to deliver a “smoother, richer taste”, Diageo India said.

The new product has entered distribution in Uttar Pradesh, with a nationwide rollout planned.

According to the company, the repositioning focuses on “modernising for a new generation”, who favour “quality, craftsmanship and experience” over price-led purchasing.

“McDowell's No.1 is responding to this evolution by helping redefine the mass premium segment, delivering elevated quality and craftsmanship without compromising the accessibility and inclusivity the brand has always stood for,” Diageo India said.

McDowell's No.1 includes imported Scotch, Indian malts and grain spirits, matured in oak and American barrels and blended across India and Scotland. The brand sells more than 30 million nine-litre cases annually.

Ruchira Jaitly, the chief marketing officer at Diageo India, said market research covering more than 10,000 consumers across 11 markets informed the changes.

“Today's whisky drinker is redefining value. It's no longer just about affordability, but also about quality, craftsmanship and experience,” Jaitly said.

She described the initiative as “a blueprint for the future of India's mass premium whisky category, positioning McDowell's No. 1 not just as a market leader but as a brand shaping the future of the category."

Headquartered in Bengaluru, Diageo India operates 35 production sites across the country. The publicly listed business trades as United Spirits Limited.

Its portfolio features brands such as Johnnie Walker, Black Dog, Royal Challenge alongside McDowell's No.1.