The World's First Diet Whisky

CityInfo
Mumbai
Cover Story

The World's First Diet Whisky
McDowell’s DietMate will arrest the urge to over indulge in eating. And thus keep your cholesterol under control

“Drinking alcohol makes me fat.” Health conscious Mumbai-ites have long restrained themselves from drinking. But what is a party if you have no alcohol flowing? The growing concerns about weight and obesity among alcohol consumers led McDowell’s No1 to address their concerns. It seized this opportunity to address a key
consumer need for fitness with the introduction of DietMate, a diet whisky.
The caramel content in alcohol is the only source of calories. However, it is used in a minuscule quantity to enhance the colour of whisky. It is the fried and fat-soaked snacks eaten as accompaniment to liquor that leads to obesity.
Mc Dowell’s developed the concept of DietMate Whisky based on the feedback it received from people looking for a product of this nature. The whisky has an extract added from a flower – Garcenia – an ancient Indian herb. The extracts of this flower helps burn excess body fat and mars the appetite. This in turn keeps the cholesterol levels in the human body under control. This is effective since people overlook how much they snack once they start drinking.“ McDowell’s DietMate will arrest the urge to over indulge in eating. And thus keep cholesterol under control,” said Alok Gupta, Executive Vice President, United Spirits. The best part is that there are absolutely no side effects!
The McDowell’s No 1 DietMate is a unique blend which has been meticulously researched and perfected. It has the smoothness of a reserve whisky.
“McDowell’s No1 DietMate understands the consumer’s concern for fitness. Keeping in mind this growing need of health conscious drinkers, Mc Dowells No. 1 has come up with this unique offering. With increasing stress levels, health complications and work taking its toll, more and more youngsters are looking for healthier alternatives that fit into their lifestyle,” said Gupta. Diet whisky is the first alcoholic drink with cholesterol control properties. “The product is a result of two years of intensive R&D. We have been careful to retain the taste, aroma and colour of the whisky,” said Gupta. The taste of the original McDowell’s No 1 whisky has not been tampered with.
People who have sampled the new DietMate find it comparatively smoother than normal whisky.
Feedback from these early tests has shown that they like the taste of the whisky.
After the runaway success of DietMate in Mumbai, the UB group plans to bring out other diet variants. The product was first launched in Mumbai. Since then it has been launched in Thane, Nagpur and recently in Goa. It will soon be launched in Pune and Kolhapur as well. DietMate is available at Rs 336 for a 750 ml bottle. Cheers to good health!