Pernod Ricard India has launched Seagram’s Xclamat!on in West Bengal, introducing a single branded portfolio spanning five spirit categories—whisky, vodka, gin, rum and brandy—as it targets the country’s growing entry-level premium alcohol market.
Describing it as its most ambitious innovation in three decades, the company said Xclamat!on brings all five categories under one brand at a uniform price point in the premium admix segment.
The launch is aimed primarily at consumers aged 26 to 30, a demographic whose preferences are increasingly expanding beyond whisky to categories such as gin, vodka, rum and brandy. Pernod Ricard India said more than 20 million consumers enter the legal drinking age category annually, creating a sizeable opportunity for accessible premium offerings.
Jean Touboul, CEO of Pernod Ricard India, said the launch marked the company’s first unified brand across five spirits categories and was developed on the basis of changing consumer preferences and mixed-gender social occasions.
The portfolio combines Indian ingredients and international influences, including Speyside Scotch malts in whisky, French and Indian grapes in brandy, Jamaican aged spirit in rum, Russian moonstone filtration technology for vodka, and German juniper with Indian botanicals for gin.
The company said the brand’s distinctive exclamation mark is designed to strengthen shelf visibility and create a differentiated identity in the competitive spirits market.
