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McDowell's No.1 Diet Mate for calorie conscious
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Saturday, 24 December, 2005, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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After diet Coke, it's now the turn of diet whisky. Calorie conscious whisky afficionados can take heart. The UB Group's spirit division has introduced McDowell's No.1 Diet Mate - the world's first diet whisky in the domestic market.
Sources said by launching a diet whisky, the company was exploring an opportunity to address a key consumer need of fitness besides infusing excitement into the whisky category. "Currently, the younger consumers continuously seek variety and excitement from the category and the brand. The growing concern among alcohol consumers is that drinking leads to additional weight and obesity," said the sources.
The diet whisky is a result of diligent R&D efforts by the company. It will have Garcenia, an ancient Indian herb, currently a rage in many western nations, including America, Japan and Europe. It has the rare ability to burn excess fat and control cholesterol levels in the human body, the sources said.
They claimed that McDowell's No.1 Diet Mate is first of its kind in the world, offers the consumer an unique blend, which is meticulously researched and perfected with the smoothness of a reserve whisky and wellness of a nature's gift - Garcenia.
"The caramel content in alcohol is the only source of calories. However, it is used in miniscule quantity for the colour of whisky. However, it is the snacks eaten, during the consumption of liquor, which lead to putting on weight," an expert pointed out.
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