Goa: Pernod Ricard India announces the launch of Seagram’s Xclamat!on in Goa, marking the company’s most ambitious innovation in 30 years. Seagram’s Xclamat!on is India’s singular brand portfolio having five distinct spirit categories, Whisky, Vodka, Gin, Rum, and Brandy, all at a uniform price point, in the premium admix segment.
The brand is strategically positioned in a sizeable white space at the entry-level premium price segment, catering to India’s rapidly growing young adult consumer base. The target consumer is 26 – 30 years. These consumers are effortless statement makers and gravitate towards what’s distinct. They connect in tribes and when they get together in mixed gender gatherings, everyone has a different preference of beverage. That explains the growth of categories beyond Whisky, such as Gin, Vodka, Rum and Brandy.
With over 20 million consumers entering the legal drinking age category annually, Xclamat!on addresses an unmet market need for quality spirits at accessible premium pricing. The brand’s proposition, “It’s time for Xclamat!on”, positions it as a catalyst that transforms ordinary moments into extraordinary experiences, for India’s new generation of consumers.
Jean Touboul, CEO, 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 seeks both premium quality and variety for mixed-gender social occasions. Xclamat!on is boldness, innovation, and celebration in a bottle. The launch marks our first unified brand spanning five spirits categories — whisky, vodka, gin, rum and brandy — in the premium admix segment that is poised to outpace industry growth in the next decade. Xclamat!on is not just a brand, it is a blend of the finest Indian spirits crafted with global know-how for an exceptional taste. ”
Xclamat!on’s “World Crafted for Exceptional Taste” BTL philosophy is based on the range delivering exceptional taste at a very sweet price point. The unified brand spans five categories, each crafted to deliver unmatched value with distinct design, taste and positioning. The whisky is made from Speyside’s Scotch malts matured in dual cask, blended with Indian grain spirits to give a smooth indulgence. The brandy depicts a perfect mixture of Indian and French grape, matured in French Limousin cask to give a refined palate. The rum offers a recherché of India jaggery rum and aged Jamaican spirit, crafted in copper steel pots to give a bold taste. The vodka is a unique rhythm of Indian terroir, trickle filtered with Russian moonstone technology to give unmatched purity. The gin rises from the infusion of the natural flavors of the juniper berries from Germany with mixed botanicals of India to give 7 distinct flavors.
Xclamat!on is more than just a brand; it is a statement of boldness, innovation, and celebration. Its bold “!” mark shape is more than a design choice; it’s a psychological trigger – humans are hardwired to pause and look twice when confronted with the “!” symbol, giving Xclamat!on unmatched stopping power in crowded retail environments.
