Innovation-led portfolio strategy set to power Pernod Ricard India’s next growth phase

India, 2 December 2025 –Pernod Ricard India (PRI), a world leader in the spirits industry, today announced the launch of Seagram’s Xclamat!on, its most aspirational homegrown brand portfolio to date. Xclamat!on brings five premium spirits — whisky, vodka, gin, rum and brandy — under one brand at a uniform price point. Xclamat!on is projected to contribute 10% of Pernod Ricard India’s growth in the next decade, backed by the company’s legacy of premiumization, scale, and Seagram’s quality.

Inspired by India’s Aatmanirbhar Bharat vision, the range has been designed and crafted locally for the country’s growing base of aspirational and quality-conscious consumers.

 “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 seeks 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,” said Jean Touboul, CEO, Pernod Ricard India.

The whisky is made from Speyside Scotch malts matured in dual cask, blended with Indian grain spirits to deliver a smooth indulgence. The brandy depicts a perfect blend of Indian and French grapes, matured in French Limousin casks for a refined palate. The rum offers a recherché of Indian jaggery rum and aged Jamaican spirit, crafted in multi-column copper still pots to create a bold taste. The vodka is a unique rhythm of Indian terroir, trickle-filtered with Russian moonstone technology for unmatched purity. The gin rises from the infusion of natural flavors of juniper berries from Germany with mixed botanicals of India to deliver seven distinct flavors.

Xclamat!on crosses boundaries the way consumers cross moods — boldly, playfully, unapologetically. Even the packaging of the range is fun and edgy, with glow-in-the-dark labels, vibrant colors, and aluminum snap lids that instantly signal premium quality and its à la mode outlook.

True to Pernod Ricard’s leadership in sustainable practices, the Xclamat!on range continues the company’s pioneering move to envisage the bottle as the hero — removing the need for mono-cartons, a step towards sustainability. Xclamat!on will be launched in 14 markets in a phased manner in the first year, beginning with Haryana, Uttar Pradesh, Goa, Rajasthan and Daman. With this launch, Pernod Ricard India deepens its commitment to investing in innovation and further strengthening its premium admix offering in one of the most dynamic spirits markets in the world.