Presenting a collector's item for cricket lovers, McDowell & Co., which claims to be India's largest spirits manufacturing and marketing company, has announced that the pack is designed to commemorate the cricket World Cup, billed as the mega show which happens once in four years.

The unique cricket World Cup of McDowell's No.1 has the classic gold look emblazoned with flags of all the 14 participating nations. A calendar of tournament fixtures printed on the pack will help cricket buffs stay tuned in to the World Cup throughout - from February 8 to March 23.

Speaking about the initiative, UB group spirits divisional vice president (marketing) Alok Gupta says: "Just as the appeal of cricket cuts across all consumer groups, mega-brand McDowell's No.1 too has a wide appeal transcending all segments. In order to give our consumers something to commemorate their favourite sporting carnival, we have introduced the Limited Edition Cricket World Cup Pack."

"We also regularly delight our consumers with special packs during their favourite festivals like Holi, Diwali and New Year. In the last year we've taken this a step further by introducing special packs even for regional festivals like Baisakhi in Punjab, Carnival in Goa, and the Pujas in Bengal. Such initiatives go a long way in cementing the bond this mega brand shares with its consumers," he adds.

A release says that McDowell's No.1 Whisky, the flagship brand of McDowell & Co, is a perfect blend of the finest imported scotch and Indian malt whiskies. The brand has reigned supreme in the Indian whisky market for over a decade and is today the eight largest selling whisky in the world.

The release adds that McDowell's No.1 Whisky is a millionaire brand and sells close to close to 4 million cases a year in the Indian market. Despite stiff competition, McDowell No.1 Whisky has remained the leader with a market share of over 40 per cent.