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. In 2013 it overtook Old Monk as largest selling rum of India. While in 2015 it also overtook Bacardi as world's largest selling rum brand.

History

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.

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". Old Monk being launched in 1954 was the largest selling dark rum in the world for several decades, according to Manu Balchandran of business publication '' Quartz'', "For years, drinking rum in India simply meant drinking Old Monk". But since 2002 Old Monk saw decline in sells. 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.

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".

Awards

According to official website of

United Spirits United Spirits Limited, abbreviated to USL, is an Indian alcoholic beverages company, and the world's second-largest spirits company by volume. It is a subsidiary of Diageo, and headquartered at UB Tower in Bangalore, Karnataka. USL exports i ...

, Celebration Rum got following awards. * 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

References