Pernod Ricard India (PRI) has unveiled Seagram’s Xclamat!on, a modern and ambitious portfolio of five premium spirits crafted for India’s next generation of consumers. Introduced on 3 December 2025, the new range brings whisky, vodka, gin, rum, and brandy under one unified brand at a single price point — a first for the company in the premium admix segment.
Designed and produced in India as part of the country’s Aatmanirbhar Bharat vision, Xclamat!on reflects PRI’s innovation-driven growth strategy. The portfolio is expected to contribute 10% of the company’s growth over the next decade, strengthening its foothold in one of the world’s most dynamic spirits markets.
Jean Touboul, CEO of Pernod Ricard India, said, “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… crafted with global know-how for an exceptional taste.”
A Portfolio Designed for Every Mood
Each spirit in the range carries a distinct craft story:
- Whisky: Speyside Scotch malts matured in dual casks blended with Indian grain spirits.
- Brandy: A blend of Indian and French grapes matured in French Limousin casks.
- Rum: A fusion of Indian jaggery rum and aged Jamaican spirit crafted in multi-column copper stills.
- Vodka: Filtered using Russian moonstone technology for purity.
- Gin: A blend of German juniper berries with Indian botanicals for seven unique flavor notes.
The collection is designed to match the fluidity of modern social moods—“boldly, playfully, unapologetically.” Its packaging features glow-in-the-dark labels, vivid colors, and aluminium snap lids that highlight both convenience and premium appeal.
Sustainable by Design
Continuing its sustainability commitments, PRI has removed mono-cartons across the Xclamat!on range, allowing the bottle itself to serve as the focal point — a move aligned with the company’s broader “Good Times from a Good Place” vision.
Market Rollout
Xclamat!on will be launched across 14 markets in the first year, beginning with Haryana, Uttar Pradesh, Goa, Rajasthan, and Daman, marking one of PRI’s most significant expansions in the premium admix space.
