McDowell's No.1 Celebration explained

McDowell's No.1 Celebration
Type:	Rum
Abv:	42.8%
Manufacturer:	United Spirits Limited
Origin:	India
Introduced:	1991
Colour:	Dark
Variants:	McDowell's No.1 Caribbean (White rum)
Related:	Khukri Rum Old Monk
Website:	unitedspirits/rum-brands

McDowell's No.1 Celebration also known as Celebration Rum, is a rum manufactured by United Spirits Limited of India. In 2009, it was among world's top 3 best selling rum brands.^[1] In 2013 it overtook Old Monk as largest selling rum of India.^{[2] [3]} While in 2015 it also overtook Bacardi as world's largest selling rum brand.^{[4] [5]}

History

See main article: article and McDowell's No.1. McDowell's No.1 Celebration is one of brand under umbrella brand McDowell's No.1 which was introduced by United Spirits Limited in 1963-64 as McDowell's No.1 Brandy. Celebration Rum was introduced in 1990-91.^[6]

Marketing

Rivalry with Old Monk

Celebration rum has been long term rival of another Indian rum Old Monk. Rise of Celebration rum is associated with decline in Old Monk. Bhaichand Patel of Times of India called it a "contest between David and Goliath".^[7] Old Monk being launched in 1954 was the largest selling dark rum in the world for several decades,^[8] according to Manu Balchandran of business publication Quartz, "For years, drinking rum in India simply meant drinking Old Monk".^[9] But since 2002 Old Monk saw decline in sells.^[10] Old Monk sold 3.9 million cases in 2014 which was 54.4% less than its 2010 level while Celebration Rum sold 18.3 million cases in 2014 which was 7.3% higher than its 2010 level.^[7]

Competition with Bacardi

Celebration rum and Bacardi has been involved in close competition in terms of number of sells since 2012. In 2012 Bacardi sold 19.8 million cases while Celebration rum sold 17.8 million, In 2013 Bacardi sold 19.1 million cases while Celebration rum sold 19 million cases. Lastly in 2014 Celebration Rum marginally overtook Bacardi by selling 18.3 million cases over 18.2 million cases of Bacardi and in 2015 Celebration Rum declared as "world’s best-selling rum brand".^[11]

Awards

According to official website of United Spirits, Celebration Rum got following awards.^[12]

• Silver from the Beverage Tasting Institute, Chicago, United States, in 2008
• Bronze at the Monde Selection 2006
• 2 Stars at the ITQI Awards 2006
• Silver at the IWSC 2005

See also

• Indian Made Foreign Liquor

Notes and References

1. Web site: Celebration's among world's top three rum brands - timesofindia-economictimes . Articles.economictimes.indiatimes.com . 2009-03-16 . 2015-09-04.
2. Web site: Mihir Dalal . Old Monk loses ground to McDowell's No.1 . Livemint . 2013-04-19 . 2015-09-04.
3. Web site: Indrajit Hazra, ET Bureau Jul 19, 2015, 04.00AM IST . Why Old Monkers need not raise a toast to the survival of the sweet, pungent drink - timesofindia-economictimes . Articles.economictimes.indiatimes.com . 2015-09-04.
4. Web site: Rum Brand Champions 2015 . Thespiritsbusiness.com . 2015-06-15 . 2015-09-04.
5. Web site: Josh Miller says . Captain Morgan challenges Bacardi in new ad . Thespiritsbusiness.com . 2015-08-06 . 2015-09-04.
6. Web site: Archived copy . 2015-09-04 . 2018-10-03 . https://web.archive.org/web/20181003020055/http://www.ambrosiaindia.com/2011/april/ub-groups.pdf . dead .
7. Web site: Old Monk lives on a prayer - The Times of India . Timesofindia.indiatimes.com . 2015-07-12 . 2015-09-05.
8. Web site: Old Monk won't die, assures manufacturer - The Times of India . Timesofindia.indiatimes.com . 2015-07-14 . 2015-09-05.
9. Web site: Old Monk is dying—and so is India's love for rum - Quartz . Qz.com . 2015-07-17 . 2015-09-05.
10. Web site: Old Monk rum losing steam as Celebration gains: Impact . The Hindu Business Line . 2004-08-27 . 2015-09-05.
11. Web site: Rum Brand Champions 2015 . Thespiritsbusiness.com . 2015-06-15 . 2015-09-05.
12. Web site: Rum - McDowell's No.1 Celebration Rum . Unitedspirits.in . 2015-09-05 . 2015-10-15 . https://web.archive.org/web/20151015043953/http://unitedspirits.in/rum-brands.aspx . dead .