THE X FACTOR!

Jean Touboul, CEO, Pernod Ricard India, on building India's first unified premium spirits portfolio with the its latest and most progressive spirits launch.

- By Sandeep Arora Consulting Editor, Whisky Magazine (UK)

India's premium spirits conversation is changing—and it is being led by a generation that values choice, quality and context over rigid category loyalty. Today's drinkers are just as comfortable reaching for a gin or vodka as they are for whisky, choosing their spirits based on mood, moment and social setting. It is this evolving behaviour that has shaped Xclamat!on, Pernod Ricard India's latest and most progressive spirits launch.

Conceived as a unified portfolio rather than a single product, Xclamat!on brings together five premium spirits—whisky, vodka, gin, rum and brandy—under one contemporary brand identity. Positioned at a uniform price point, the range is designed to remove barriers between categories, encouraging consumers to build personal repertoires instead of sticking to habitual choices. For Pernod Ricard India, it marks a strategic shift towards aligning brands with occasions rather than categories.

Design plays a crucial role in the brand's expression. Glow-in-the-dark labels, premium aluminium closures and a striking bottle-first approach ensure instant brand recall and recognition, particularly in nighttime and social settings. Sustainability is woven into the design language as well, with the removal of mono-cartons reinforcing Pernod Ricard India's commitment to responsible practices.