When Pernod Ricard India (PRI) began charting its next decade of growth, the team returned to a question that has long guided the company’s innovation DNA: What does the next generation of Indian consumers truly want?
The answer arrived in the form of a unified vision — bold, modern, distinctly Indian, and crafted for a country that celebrates in more ways than one. On 2 December 2025, PRI unveiled Seagram’s Xclamat!on, its most ambitious, innovation-led portfolio in decades. With one decisive move, the company introduced five premium spirits — whisky, vodka, gin, rum and brandy — under a single brand name, each at a uniform price point.
It wasn’t just a launch. It was the beginning of a strategic shift designed to power Pernod Ricard India’s next growth chapter.
The Xclamat!on story began with India’s evolving social culture — a generation seeking variety, quality, and stylish experiences for modern, mixed-gender occasions. PRI recognised this shift early, channelling the momentum of the Aatmanirbhar Bharat movement to create a range that is designed, crafted and produced entirely in India.
“Xclamat!on is boldness, innovation and celebration in a bottle,” said Jean Touboul, CEO, Pernod Ricard India. “It is a brand born from deep consumer insight and crafted with global expertise. This is our first-ever unified range across five spirit categories, built for a segment that will grow faster than the industry in the coming decade.”
Backed by Seagram’s trusted quality and Pernod Ricard’s long-standing premiumisation strategy, Xclamat!on is projected to contribute 10% of PRI’s growth in the next 10 years — a remarkable milestone for a brand launched this year.
Each spirit in the Xclamat!on range carries a distinct identity, shaped by unique ingredients and production techniques:
- Whisky: Speyside Scotch malts matured in dual casks, blended with Indian grain spirits for smoothness.
- Brandy: Indian and French grape blend, matured in Limousin oak for a refined depth.
- Rum: A bold mix of jaggery rum and aged Jamaican spirit distilled in multi-column copper still pots.
- Vodka: Trickle-filtered using Russian moonstone technology for crystalline purity.
- Gin: Natural juniper from Germany meets Indian botanicals in seven modern flavour expressions.
From grain to bottle, every variant reinforces the range’s central promise — premium, contemporary, and proudly Indian.
The visual grammar of Xclamat!on breaks away from convention. Glow-in-the-dark labels, vivid colour palettes, and aluminium snap lids bring an edgy, youthful aesthetic to retail shelves — a deliberate bid to appeal to India’s fast-growing cohort of trend-driven consumers.
And in true Pernod Ricard fashion, the design is equally rooted in sustainability. The range eliminates mono-cartons entirely, letting the bottle — and its personality — take centre stage.
Xclamat!on represents more than a product innovation. It completes Pernod Ricard India’s presence in the premium admix category — a segment expected to outpace industry growth as younger consumers trade up.
The roll-out begins with Haryana, Uttar Pradesh, Goa, Rajasthan and Daman, eventually reaching 14 markets in the first year. The expansion aligns with PRI’s broader strategy: deepening its footprint in emerging high-growth clusters while investing consistently in innovation.
With Xclamat!on, Pernod Ricard India has unlocked a new chapter — one powered by consumer insight, design thinking, and homegrown creativity. As India’s drinks culture evolves, Xclamat!on stands poised to become a brand that meets consumers wherever their moods go — boldly, playfully, unapologetically. And for PRI, it signals an innovation-led portfolio strategy that is ready to fuel the company’s next sustained growth phase.