Pernod Ricard India has officially expanded its presence in the fast-growing affordable premium segment by launching five new made-in-India spirits under the Seagram’s Xclamat!on series. Each bottle is priced around ₹800, making this range accessible to a wide set of rising young consumers.

The new lineup is tailored for India’s 26–35 age group, a demographic that increasingly seeks smoother flavours, cocktail-friendly spirits, and value-driven premium experiences. With rising disposable income and a rapidly growing legal drinking age population, the sub-₹1,000 alcohol category in India is becoming a major battleground for both domestic and global brands.

Inside the Xclamat!on Series: Five Spirits Crafted for Indian Palates

Pernod Ricard’s Xclamat!on Series is built on the idea of merging Indian ingredients, local craftsmanship and global blending standards into one cohesive portfolio. Each variant has been designed to appeal to young Indian drinkers who appreciate smoother textures, bolder aromas, and versatile spirits that work both neat and in cocktails. Here’s a deep dive into all five offerings:

1. Blended Whisky (Indian Grain + Speyside Scotch)

This whisky brings together the maturity of Indian grain spirits with the smooth, honeyed character of Speyside Scotch. The result is a balanced, rounded blend that delivers a satisfying sip without overpowering heat.
Its gentle smokiness, soft malt sweetness, and medium-bodied texture make it suitable for a variety of drinking styles—straight up, on the rocks, or as the base of highball cocktails. For its price point, it offers an unexpectedly premium profile, which is exactly what the brand aims to deliver in this category.

2. Basmati Rice Vodka

A standout in the lineup, this vodka is distilled using premium basmati rice, giving it a cleaner, silkier mouthfeel compared to conventional grain vodkas. The subtle aromatic qualities of basmati provide a unique Indian twist, while advanced filtration ensures a crisp, neutral finish.
Its light character makes it perfect for classic martinis, refreshing mixers, or simply chilled shots. The use of basmati positions this variant as a distinctly Indian innovation within a globally popular spirit category.

3. Molasses & Jaggery Rum

This rum brings a true Indian identity to the Xclamat!on Series. Crafted using molasses and traditional jaggery, it features deep caramel tones, warm spice notes and a natural sweetness that lingers pleasantly.
The jaggery adds layers of richness often not found in entry-level rums, making it ideal for winter cocktails, spiced rum punches, or slow sipping. Despite being positioned in the affordable premium range, the rum maintains a complexity that appeals to both casual drinkers and rum enthusiasts.

4. Raisin Brandy

The raisin brandy is one of the more creative offerings in the series, built for consumers looking for something flavorful yet smooth. Made using raisins, it showcases aromas of dried fruit, warm oak, and soft sweetness, delivering a full-bodied and inviting taste.
Its layered profile makes it a great choice for after-dinner sipping, while also pairing beautifully with classic brandy cocktails. This variant highlights how Indian ingredients can elevate traditional Western spirit styles.

5. Indian Botanical Gin

India’s rich botanical heritage takes center stage in this refreshing, aromatic gin. Infused with ingredients like ginger, star anise, and dehydrated oranges, the gin strikes a balance between spice, citrus and earthy undertones.
The result is a bright, expressive spirit that works exceptionally well in gin-and-tonics, citrus-forward cocktails, or even simple spritzes. By embracing indigenous botanicals, this gin offers both a global flavour approach and a uniquely Indian character, making it a standout in the budget-friendly premium gin category.

A Crowded Market: Competition Is Rising in This Price Bracket

The sub-₹1,000 spirits segment is heating up. Several brands are placing big bets on India’s evolving drinking culture:

• Radico Khaitan launched 1965 Spirit of Victory Espresso Rum at ₹950 in Uttar Pradesh.
• Uppal Brewers & Distillers introduced Madhvan Whisky in August 2025, also targeting this competitive category.

At the launch event in Gurugram, Jean Touboul, CEO of Pernod Ricard India, noted:
“Xclamat!on is made in India for Indians. In this segment, our primary competition is with local brands. But as we move up the ladder, the competition shifts to international players like Diageo.”

Why This Segment Matters in India Right Now

The affordable premium space—₹700 to ₹1,000—is becoming one of the fastest-growing segments in the Indian alcobev market. Key reasons include:

• Young consumers shifting from low-cost spirits to smoother, better-crafted options
• Growth of cocktail culture in small towns and metros
• Increased exposure to global drinking trends
• Higher disposable incomes in urban and semi-urban India

The Xclamat!on range is Pernod Ricard’s answer to this evolving demand, bringing premium-styled spirits at everyday prices.

FAQs

1. What is the price of Pernod Ricard’s Xclamat!on series?

Most bottles are priced around ₹800, but final prices vary by state due to excise laws.

2. How many spirits are included in the new launch?

There are five variants: whisky, vodka, rum, brandy, and gin.

3. Are these spirits manufactured in India?

Yes. The entire Xclamat!on range is made in India with ingredients and profiles tailored to local taste preferences.

4. Who is the target audience for this series?

Primarily 26–35-year-old consumers seeking budget-friendly premium spirits.

5. Which brands compete with Pernod Ricard in this category?

Radico Khaitan, Diageo, and emerging Indian brands like Uppal Brewers are key players in the sub-₹1,000 segment.