Pernod Ricard India has launched Seagram’s Xclamat!on, a vibrant new range of whisky, vodka, gin, brandy, and rum crafted in India with global expertise. Unveiled in Gurugram, the brand blends bold design, innovation, and local craftsmanship, aiming to drive a tenth of the company’s growth while expanding to 14 markets in its first year.
Pernod Ricard India ushered in a bold new chapter in its premium portfolio with the debut of Seagram’s Xclamat!on, a striking lineup of five spirits that marks a significant shift toward Indian-made innovation in the country’s evolving beverage landscape. Unveiled at an exclusive event at The Oberoi in Gurugram, the range brings whisky, vodka, gin, brandy and rum together under a single identity for the first time in the company’s history. The launch signals not just a product introduction but an emphatic statement of intent—Pernod Ricard India is betting big on the future of the homegrown premium admix market, and Xclamat!on is poised to become a key driver of that ambition over the next decade.
At the event, Jean Touboul, CEO of Pernod Ricard India, described the brand with characteristic clarity: “boldness, innovation, and celebration in a bottle.” The sentiment captures the philosophy behind Xclamat!on, a portfolio crafted in India but shaped with global finesse and technical expertise. Pernod Ricard has long been associated with its international brands—Chivas, Absolut, Jameson, Royal Stag and Blenders Pride among them. But with Xclamat!on, the company repositions itself within an India that is increasingly driven by local pride, premium preferences and a heightened appetite for experimentation.
Across the five variants, this spirit of craftsmanship is unmistakable. The whisky blends Speyside malts matured in dual casks, striking a balance between smoothness and depth—an approach that resonates with Indian consumers looking for complexity without losing familiarity. The brandy combines French and Indian grape distillates that are aged in Limousin oak, a nod to classical techniques even as it embraces local identity.
The rum stands out for its unique layering: Indian jaggery brings sweetness and body, while aged Jamaican rum adds structure and aromatic sophistication. In vodka, the company returns to its roots in precision distillation, using Indian grain filtered through Russian moonstone technology—an unexpected detail that reinforces the brand’s emphasis on process. And the gin, arguably the most adventurous of the lineup, integrates German juniper with a palette of Indian botanicals, culminating in seven expressions designed to appeal to both enthusiasts and newcomers in a market where gin continues to surge.
Beyond the liquid, Xclamat!on’s distinctiveness is also rooted in its design ethos. The bottles carry glow-in-the-dark labels, vivid colour accents and clean lines that make them instantly noticeable on shelves. This visual strategy is no mere embellishment: Pernod Ricard has intentionally created a design language that speaks to India’s younger consumers—those who value personality, playfulness and aesthetics as much as flavour. Even the aluminium snap lids serve a dual purpose, providing a fresh tactile experience while reducing packaging waste in line with the company’s sustainability commitments.
The arrival of Xclamat!on comes at a critical time for the Indian spirits market. The premium admix segment—where Indian whisky, rum, vodka and gin compete in the mid-premium bracket—has been growing rapidly, fuelled by rising disposable incomes and a demographic shift toward younger consumers who prefer variety over tradition. With an accessible price point and a contemporary brand narrative, Xclamat!on is strategically positioned to capture this new audience while expanding Pernod Ricard’s footprint in markets beyond its traditional strongholds.
The rollout strategy reflects this ambition. The brand will first enter Haryana, Uttar Pradesh, Goa, Rajasthan and Daman, markets where Pernod Ricard has historically seen strong traction and where consumer receptivity to new premium offerings is high. Over the next year, the company plans to enter 14 states—a scale-up that signals confidence not only in the product but in the evolving tastes of Indian consumers. By anchoring its new portfolio in India rather than importing global models, Pernod Ricard acknowledges the shift in market power and creativity happening locally.
At the launch, industry insiders and partners noted how Xclamat!on bridges two worlds: Indian craft and global quality standards. This dual identity gives the brand a competitive advantage in a market increasingly crowded with new entrants—from boutique craft distilleries to large multinational players trying to adapt to local preferences. But unlike many who rely on either storytelling or technique, Xclamat!on attempts to fuse both, presenting a story of Indian excellence supported by the technical backbone of one of the world’s biggest spirits companies.
The reception at the event illustrated this blend. Guests explored the five spirits through curated tastings, with mixologists demonstrating how each variant could adapt to both classic cocktails and contemporary Indian flavour profiles. The whisky was showcased in a dual-cask highball, while the gin shone in minimalist botanical-forward serves. The brandy, often sidelined in India’s premium categories, emerged as a surprise favourite, particularly for its smooth texture and aromatic complexity.
For Pernod Ricard India, Xclamat!on is not just a brand but a long-term growth strategy. The company expects the new range to contribute a tenth of its expansion over the next decade—a significant projection that underscores its confidence in the segment. More importantly, it aligns with a broader national trend: the rise of Atmanirbhar Bharat narratives across sectors. By creating a portfolio rooted in Indian craft and global quality, the company positions itself as a partner in India’s premiumisation journey rather than a distant multinational.
As the evening at The Oberoi drew to a close, there was a consensus among attendees that Xclamat!on could become one of the most influential new players in India’s spirit market. Its bold design, diverse range, competitive pricing and homegrown identity give it a strong foundation to shape consumer behaviour in the years ahead. With its rollout poised to accelerate and its messaging tightly aligned with India’s evolving drinking culture, Xclamat!on is more than a product—it is Pernod Ricard India’s declaration that the next era of premium spirits will be crafted not just for India, but in India.
Discover more from Creative Brands
Subscribe to get the latest posts sent to your email.
