Consumers in West Bengal now have five spirit choices under one brand as Pernod Ricard India launches Seagram’s Xclamat!on, a new portfolio spanning whisky, vodka, gin, rum and brandy.
Described by the company as its most ambitious innovation in 30 years, Xclamat!on brings all five categories together at a uniform price point in the premium admix segment. The brand is aimed at consumers aged 26 to 30, particularly those seeking variety, quality and accessible premium options for social occasions.
Pernod Ricard India said the launch addresses a growing market where consumer preferences are moving beyond whisky, with gin, vodka, rum and brandy gaining traction. More than 20 million consumers enter the legal drinking age category in India every year, creating a large and expanding consumer base.
Jean Touboul, CEO of Pernod Ricard India, said the brand was developed using consumer insights and combines premium quality with variety for a new generation of consumers.
Each variant combines Indian ingredients with global influences, including Speyside Scotch malts for whisky, Indian and French grapes for brandy, Indian jaggery and aged Jamaican spirit for rum, Russian moonstone filtration technology for vodka, and German juniper berries with Indian botanicals for gin.
Marketed under “It’s time for Xclamat!on,” the portfolio also features a distinctive “!” symbol designed to create a bold visual identity and stand out in crowded retail spaces.
