X Series from Mcdowell’s & Co Unveils X Flavour Studio at India Cocktail Week 2025
At India Cocktail Week 2025, X Series from McDowell’s & Co. launched its first-ever X-Flavour Studio, an immersive, interactive tasting zone redefining cocktail culture through play, personalization, and experimentation. Designed with Arnold Hou of Dali & Gala, the studio invited guests to craft drinks matching their moods, showcasing McDowell’s mission to make social drinking more expressive, sensory, and beyond the glass.
Business Wire India
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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