India, Dec. 5 -- Pernod Ricard India has opened a new front in its premiumisation journey with the launch of Seagram's Xclamation, a unified five-spirit portfolio comprising whisky, brandy, vodka, rum and gin, all priced at the same premium entry level. This multi-category, single-brand launch is a global first for the company. In Haryana, a 750 ml bottle will be priced at about Rs.700.

The idea came from a clear white space between Royal Stag and Blenders Pride, where consumers were eager to trade up but found limited choice.

"Consumers today want to move across categories without compromising on quality or lifestyle cues. Xclamation allows them to do that with one brand," said Jean Touboul, chief executive officer at Pernod Ricard Ind...