The studio takes the consumer on a ?Delightfully Unexpected? journey of discovery through the world of flavours.

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.

Event attendees pose outside the McDowell?s X-Flavour Studio, enjoying vibrant cocktails and capturing the spirit of the brand?s unique, flavour-filled experience at India Cocktail Week 2025.

About Diageo India

Diageo India is the country’s leading beverage alcohol company and a subsidiary of global leader Diageo Plc. The company manufactures, sells, and distributes an outstanding portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, The Singleton, Royal Challenge, McDowell’s No1, Smirnoff, Ketel One, Tanqueray, Captain Morgan and Godawan, an artisanal single malt whisky from India. Headquartered in Bengaluru, our wide footprint is supported by a committed team of over 3000 employees, 35 manufacturing facilities across states and union territories in India, a strong distribution network and a state-of-the-art Technical Centre. Incorporated in India as United Spirits Limited (USL), the company is listed on both the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India. For more information about Diageo India, our people, our brands, and our performance, visit us at www.diageoindia.com.

Visit Diageo's global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practices.