Pernod Ricard India Launches Seagram’s Xclamat!on: A New Five-Spirit Premium Portfolio
Pernod Ricard India Launches Seagram’s Xclamat!on: A New Five-Spirit Premium Portfolio
Pernod Ricard India has announced the launch of Seagram’s Xclamat!on, an all-new homegrown portfolio that brings five premium spirits under one unified brand. The collection features whisky, vodka, gin, rum and brandy all positioned at a uniform price point marking a significant milestone for the company as it strengthens its focus on premiumisation and innovation.
With this launch, Pernod Ricard India estimates that Xclamat!on will contribute approximately 10% of its growth over the next decade, supported by the brand’s strong design ethos, modern appeal and Seagram’s established production expertise.
A Brand Built for India’s Next-Generation Consumers
Crafted and produced entirely in India, Xclamat!on targets a fast-growing demographic of consumers who seek quality, versatility and sophistication across spirit categories.
Jean Touboul, CEO, Pernod Ricard India, shared insights into the vision behind the new brand: “For over three decades, Pernod Ricard India has been at the forefront of shaping the country’s premium spirits industry. Xclamat!on is a brand born from deep consumer insight, designed for India’s next-gen consumer who seek both, premium quality and variety for mixed-gender social occasions. Xclamat!on is boldness, innovation and celebration, in a bottle. The launch marks our first unified brand spanning five spirits categories — Whisky, Vodka, Gin, Rum and Brandy in the premium admix segment that is poised to outpace industry growth in the next decade. Xclamat!on is not just a brand, it is a blend of the finest Indian spirits crafted with global know-how for an exceptional taste.”
He added that this marks the company’s first unified brand spanning five spirit categories within the premium admix segment an area expected to outpace industry growth over the coming decade.
Distinct Craftsmanship Across Five Spirits
Each spirit in the Xclamat!on portfolio has been created with its own unique production approach:
- Whisky – dual-cask matured for enhanced depth and smoothness
- Vodka – refined using Russian moonstone filtration technology
- Gin, Rum and Brandy – crafted to deliver premium flavour profiles suited to contemporary drinking preferences
The portfolio also stands out with glow-in-the-dark labelling, stylish bottles and lightweight aluminium snap lids, ensuring aesthetics match the product’s premium positioning.
In alignment with Pernod Ricard’s sustainability commitments, the range is sold without mono-cartons, reducing packaging waste.
Phased Rollout Across 14 Indian Markets
Xclamat!on will be introduced in phases across 14 markets in its first year. The rollout begins with:
- Haryana
- Uttar Pradesh
- Goa
- Rajasthan
- Daman
The brand is expected to expand rapidly as consumption trends continue to shift toward premium, homegrown spirits.
A Bold Step Forward in India’s Spirits Landscape
With Xclamat!on, Pernod Ricard India strengthens its vision of shaping India’s evolving drinking culture. The brand promises premium quality, diverse options, innovative packaging and sustainability-conscious design, making it a standout addition to the country’s growing spirits market.
As the portfolio reaches new regions, Xclamat!on is set to redefine how modern Indian consumers experience and celebrate spirits.
