McDowell's No.1 Spreads the Cheer Through the Cheers India Tour

Mumbai, Maharashtra, India

McDowell's No.1, the flagship brand of United Spirits Limited, India's largest spirits manufacturer and marketer, brings more cheer to life with the "McDowell's No.1 Cheers India Tour", a multi city musical extravaganza with Shankar, Ehsaan and Loy. This is in line with the brand's proposition of Cheers to Life!

"McDowell's No 1 is proud to be one of the most aspirational and youthful Indian spirits brand that has spread joy amongst people. The music tour with Shankar, Ehsaan and Loy is a celebration of this spirit of happiness and a cheer for every Indian," said Ashok Capoor, COO, United Spirits Limited. "We hope that in the years to come, Cheers India Tour, becomes a point of reference for happy moments for our consumers," added Capoor. The tour coincides with the celebration of the brand's impressive growth of 43% in 2006-07 with sales crossing 9 million cases.

Shankar, Ehsaan and Loy have taken Hindi music to a new high with tunes that tug at every Indian's heart strings and yet retain the freshness of their music, with each passing composition. Speaking about the tour, Shankar Mahadevan said that their music and McDowell's No 1, are in perfect harmony as both have been a timeless hit with the people and have brought cheer to people's lives.

Added Mathew Xavier, Business Head, United Spirits Limited, "We've constantly used music as a strong and effective platform to reach out to millions of our brand patrons. It is the connection with Young India, through music that has helped the brand record a landmark growth last year. We are the leaders not only in India but also amongst the fastest growing brands in the world in the spirits category. Our ability to innovate constantly and present the brand in an all-new avatar, yet remain connected to our consumers, has been the mantra to McDowell's No 1's success."

Cheers to Life and Cheers India Tour are registered trademarks of McDowell's No 1. The concert will be an integral part of the brand's future consumer engagement strategy with a much bigger footprint across 20 cities in 2008. The future concerts will also provide an opportunity to young Indian talent to co-perform with established artistes and provide a platform for recognition. The brand also intends to synchronise energies by other like- minded brands in the forthcoming years for this annual event.

The tour this year will kick-start in Kolkata from October 12th and move across the cities of Hyderabad, Bangalore, Pune, Mumbai, Delhi, Ludhiana, and conclude with a concert at Lucknow on November 14th. The event will be promoted through artist visits to prominent malls across these cities, branded floats at other vantage points and consumer interaction at clubs and bars. Yet another special initiative is a branded chartered Cheers India train in Karnataka, which will bring patrons of McDowell's No 1 and Shankar, Ehsaan and Loy's melodies to the Bangalore Concert on Oct 14th.

So, brace yourselves for King Size Music in your cities.

About McDowell's No. 1:

McDowell's No.1 Whisky is the flagship brand of United Spirits Limited and the world's fastest growing whisky in the entire Non-Scotch whisky category. The brand whisky has shown an impressive growth of 43% in '06-'07 with sales crossing 9m cases in '07. Internationally, it is ranked as the 5th largest selling whisky. Being the leader in its segment with 47% market share, it has a large base of 45 lakh loyal consumers.

The Prestige segment is one of the most profitable segments within the spirits category. While the last few years have witnessed the entry of many domestic and multinational companies in this segment, McDowell's No.1 has managed to comfortably retain its leadership position.

About United Spirits:

United Spirits Limited (USL) is the Rs 4000 crore spirits arm of the UB Group. USL was earlier McDowell and Company Limited and before that McDowell Spirits Limited.

USL represents the merged entities of erstwhile McDowell & Co. Limited, Serampore Distillery & Chemical Company Limited, Vitari Distilleries Limited, Mysore Wine Products Limited, McDowell Properties Limited ,Udaipur Distillery Company Limited, Phipson Distillery Limited, United spirits Limited, Herbertsons Limited, Triumph Distillers and Vinters Private Limited, Baramati Grape Industries Limited, United Distillers India Limited, McDowell International Brands Limited and Shaw Wallace Distilleries Limited. The erstwhile McDowell & Co. Limited was first established as a proprietary business in 1826

United Spirits is headquartered in Bangalore with a global footprint and 7500 employees across locations. United Spirits has a portfolio of more than 140 brands, of which 15 are millionaire brands. United Spirits has manufacturing and bottling units at 75 locations across the country.

To view the photograph and tour schedule click the links below:

Loy, Mathew Xavier, Shankar Mahadevan, Ashok Capoor & Ehsaan

Tour Schedule

Source: McDowell's No.1 (Business Wire India)

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