Pernod Ricard India launches Seagram’s Xclamat!on

Pernod Ricard India has launched Seagram’s Xclamat!on, a portfolio that brings together five premium spirits, whisky, vodka, gin, rum and brandy, under one unified brand and at a uniform price point. This marks the company’s most aspirational homegrown offering to date, signalling a strategic push in India’s fast-growing premium admix segment.

Built on Pernod’s strong legacy of premiumisation, scale and Seagram’s trusted quality, Xclamat!on is projected to contribute 10 percent of the company’s growth over the next decade. The portfolio has been conceptualised, designed and crafted entirely in India, aligning with the country’s Aatmanirbhar Bharat vision.

“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 a blend of the finest Indian spirits crafted with global know-how for an exceptional taste,” said Jean Touboul, CEO, Pernod Ricard India.

Each spirit in the Xclamat!on range showcases a distinct blend and global craftsmanship. The whisky is made from Speyside Scotch malts matured in dual cask and blended with Indian grain spirits for a smooth finish. Brandy is crafted from a mix of Indian and French grapes, matured in French Limousin casks for refined complexity. Meanwhile, rum is a blend of Indian jaggery rum with aged Jamaican spirit, distilled in multi-column copper still pots to deliver bold character, and vodka is trickle-filtered using Russian moonstone technology for exceptional purity. Lastly, gin is infused with German juniper berries and mixed Indian botanicals to create seven unique flavour expressions.

Reflecting the spirit of today’s expressive consumer, Xclamat!on features vibrant glow-in-the-dark labels, striking colours and aluminium snap lids, offering a playful yet premium aesthetic. In line with Pernod Ricard India’s focus on sustainability, the entire range eliminates mono-cartons, positioning the bottle as the central design hero.

Xclamat!on will launch across 14 markets over the first year, beginning with Haryana, Uttar Pradesh, Goa, Rajasthan and Daman.