Written by Tanisha Cardozo || Team Allycaral Business Desk
Pernod Ricard India has announced the launch of Seagram’s Xclamat!on in Goa, marking the company’s most ambitious innovation in the last 30 years. Positioned in the premium admix segment, Seagram’s Xclamat!on stands out as India’s only unified brand portfolio spanning five distinct spirit categories — whisky, vodka, gin, rum and brandy — all offered at a uniform price point.
The brand is strategically designed for India’s rapidly expanding young adult consumer base between the ages of 26 and 30. These consumers seek distinction, value variety in social settings and often gather in mixed-gender groups where beverage preferences vary widely. This evolving behaviour has fuelled the growth of categories beyond whisky, creating a strong opportunity for a multi-category offering like Xclamat!on.
With more than 20 million consumers entering the legal drinking age each year, Xclamat!on addresses a clear market gap by offering quality spirits at an accessible premium price. Anchored by its proposition, “It’s time for Xclamat!on,” the brand aims to elevate everyday moments into celebratory experiences for India’s new generation.
Jean Touboul, CEO of Pernod Ricard India, said that the launch reflects decades of category leadership and deep consumer insight. He noted that Xclamat!on is the company’s first unified brand across five spirits categories in the premium admix segment, a space expected to outpace overall industry growth in the coming decade. According to him, the brand blends the finest Indian spirits with global expertise to deliver exceptional taste, variety and value.
Xclamat!on’s “World Crafted for Exceptional Taste” philosophy underpins the entire portfolio. Each category is crafted with distinct inputs and techniques while maintaining a cohesive brand identity. The whisky blends Speyside Scotch malts matured in dual casks with Indian grain spirits for a smooth profile. The brandy combines Indian and French grapes matured in French Limousin casks. The rum merges Indian jaggery rum with aged Jamaican spirit crafted in copper steel pots for a bold character. The vodka reflects Indian terroir and is trickle-filtered using Russian moonstone technology for enhanced purity, while the gin infuses German juniper berries with Indian botanicals to create seven distinct flavours.
Beyond liquid innovation, the brand’s bold exclamation mark design serves as a strong visual and psychological cue, engineered to capture attention in busy retail environments. With its launch in Goa, Seagram’s Xclamat!on positions itself as a statement of boldness, innovation and celebration, setting the stage for a new chapter in India’s premium admix landscape.
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