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International Taste and Quality Institute
ITQI closely associated with renowned European chefs, beverages experts and sommeliers from training and daily professional practice for a unique tasting expertise. ITQI actively partners with ten most prestigious European culinary organization. Different European nationalities are represented in the juries in order to reflect both Latin and Germanic sensitivities in all their subtleties. ITQI judges are recognized by international authorities and world renowned culinary guides such as Muslin and Gault at Millau. Products submitted to ITQI judgment follow a rigorous evaluation process. ITQI and its judges keep total independence and neutrality. ITQI prepares judges by familiarizing them with its proprietary methodology and its specific vocabulary based on the ISO 5492 norms. The products are evaluated by judges on a strictly blind basis without packaging or any other kind of identification. A kit is assigned to each product in order to ensure the most reliable tracking. "One star" is awarded with marks between 70% and fewer than 80% indicating "Good Tasting" products. "Two stars" are awarded for products with marks between 80% and fewer than 90% indicating their "Remarkable" quality. "Three stars" are awarded for "Exceptional" products with 90% and more total marks.
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McDowell's No.1 Celebration

McDowell's No.1 Celebration Rum is the fastest growing rum brand in the world. Celebration was launched in 1991 with a modest beginning of a hundred thousand cases. Today McDowell's No.1 Celebration Rum sells in excess of 14 million cases with a reach across 13 countries that, makes Celebration the 2nd largest selling dark rum in the world. Part of the McDowell's franchise with the highest FMCG retail value of Rs 8300 crores*, Celebration Rum is the largest selling rum in India, with a market share of 45% and growing. The proud recipient of several prestigious awards, Celebration Rum owes it success largely to the high quality standards that McDowell's No.1 Celebration Rum provides its consumers and this has been recognized at the highest International level.

*PASH Beverage Report, Impact International, Nov 2008.

McDowell's No.1 Celebration Rum has won the following awards for its blend
–  Silver from the Beverage Tasting Institute, Chicago, USA, in 2008
–  Bronze at the Monde Selection 2006
–  2 Stars at the ITQI Awards 2006
–  Silver at the IWSC 2005

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