Raahil Chopra
Oct 04, 2011

Diageo launches Rowson’s Reserve; appoints McCann as creative agency

Rowson’s Reserve is the new brand of Indian premium whisky

L to R: Diageo's Apurvi Sheth, Abanti Sankarnarayan, Gordon Smith (designer of Rowson Reserve) and Christopher Armes
L to R: Diageo's Apurvi Sheth, Abanti Sankarnarayan, Gordon Smith (designer of Rowson Reserve) and Christopher Armes

Diageo India has launched a new brand of Indian premium whisky, Rowson’s Reserve and they have appointed McCann Erickson to handle it’s creative duties.

On the reason behind picking McCann as their creative agency, Abanti Sankaranarayan, marketing and innovation director, Diageo India, said, “We believe that McCann understands the Indian emerging middle class consumer really well. They understand how to adapt a global brand through local insights in local markets. With this brand we were very clear that we needed to talk to a completely new generation of consumers, which we believe McCann can deliver. Rowson’s Reserve is not a scotch, it’s not ultra premium vodka, it’s not an international spirit; it’s an Indian whisky.  We’ll be seeing some really exciting stuff from them in the next three to four months.”

Prasoon Joshi, executive chairman and CEO, McCann Worldgroup India said, “Starting point is to create a brand that uniquely resonates with the new mindset of the emerging youth and provides him with a sense of personal local connection along with global aspirations.”

On the launch of the whisky, Sankaranarayanan, said, “We expect Rowson’s Reserve to be the preference of the new generation of whisky drinkers as well as a great choice for those consuming other brands currently available. Diageo’s expertise in making exquisite whisky and building iconic brands, along with the heritage assets it owns, has enabled us to create a differentiated offer to cut through a highly competitive and fast growing segment. We are very confident about our product which is a fantastic liquid in superior packaging.”

Rowson's Reserve is initially being launched in Maharashtra, Haryana, Punjab and Karnataka. It is priced at INR 885/- for 750ml in Maharashtra while in Karnataka, a 750 ml bottle will be available for INR 660/-.

Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Team Airtel moves to Essence
Premium
2 hours ago

Team Airtel moves to Essence

Team Airtel was a special unit created by GroupM when it bagged the Airtel business

Premium
Rajiv Bakshi joins Big Synergy as CEO
Premium
3 hours ago

Rajiv Bakshi joins Big Synergy as CEO

Moves from Intex Technologies where he was CMO

Premium
Gaana portrays downloading as passé, pushes streaming
Premium
3 hours ago

Gaana portrays downloading as passé, pushes streaming

Watch the film conceptualised by River Advertising here

Premium
Mindshare Asia-Pacific announces new roles for Prashant Modi and Rohan Lightfoot
Premium
4 hours ago

Mindshare Asia-Pacific announces new roles for ...

The duo get the COO and CGO titles respectively