At this year’s India Cocktail Week in Gurugram (8th & 9th November), X Series from McDowell’s & Co. didn’t just serve cocktails — it reinvented how they’re experienced. With its first-ever X-Flavour Studio, the brand introduced an immersive, future-forward tasting zone where mixology broke out of the glass and into unexpected flavour and format territories. Designed as a sensorial playground in collaboration with Arnold Hou from Dali & Gala, Bangalore, the studio showcased how X Series is redefining flavour, mixology, and social experiences.

Inside the X-Flavour Studio, guests didn’t just sip — they experimented. Every serve was designed to be customised, mixed, and played with. Visitors got to build drinks that matched their mood, not a menu. The experience celebrated a new kind of cocktail culture: one that’s hands-on, personal, and rooted in self-expression — not just what’s in the glass.

Elaborating on the fresh setup, Vikram Damodaram, Chief Innovation Officer, Diageo India, said:

“With X Series from McDowell’s & Co., we’re not just making spirits — we’re tapping into a new wave of how India wants to drink. Today, it’s not just about what’s in the glass, but the format, flavour, and feeling behind it. The X-Flavour Studio was built on that insight: people want play, personalization, and experiences that go beyond a standard pour. Whether you sip, freeze, or chew — we’re celebrating a culture where curiosity leads the way. Because for this generation, drinking isn’t just social; it’s experimental.”

With its bold portfolio and boundary-pushing formats, X Series from McDowell’s & Co. is redefining social drinking in India — moving it from “what’s in the glass” to “what you can do with it.” The X-Flavour Studio at India Cocktail Week 2025 brought that philosophy to life, turning cocktails into playful, sensory experiences and proving that with X Series from McDowell’s & Co., flavour isn’t just tasted — it’s felt, shared, and remixed.

X Series from McDowell’s & Co., currently a range of vodkas, gin and rums, is available across all key markets in India.

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