5th edition of the only bartender-and-server duo showcase had 243 bars participate across India
Abhijeet and Fabio from Pune’s Mazdana came in second place
Parth and Abhinav from Bombay’s Permit & Co. ranked third
Launched by Nao Spirits & Beverages, the makers of Greater Than and Hapusa Gin, Bar Idols, India’s first bartender-server competition, came to a close with a grand finale in Goa. The 5th edition saw 243 bars participate across seven cities, around 700 consumers attending, with the team at Hideaway (Goa) taking the crown.
The regional rounds took place across seven cities. This edition welcomed Meerut, Indore, and Manipal for the first time, and saw increased participation from regions like Assam and Chandigarh; proof that India’s bar culture is becoming more inclusive, more distributed, and more exciting than ever.
Bar Idols remains the only competition where bartenders and servers compete together, and where consumer pitches; not the bar’s reputation; decide the win. With about 700 consumers across all cities participating, the judging remained intentionally blind: no bar names or bias, just hospitality, storytelling, and connection.
Most city winners were first-timers; Bangalore’s The Drawing Room, Bombay’s Permit & Co, Pune’s Mazdana, Kolkata’s Cal-On, Hyderabad’s Whiskey Samba and Gurgaon’s Ophelia. A reminder that hospitality and conversations matter more than clout.
The menus read like a love letter to India’s cities and cultural quirks: Nanital, Dadi’s Guava Garden, Gondo-Rage Quite, Kokum Bliss, Howrah Breeze, Puchka Picante, Sondhya Negroni, Ekta Cheers Hobe Naki?, Tok of the Town, Parsi Dhansak, Thecha Bomb, and Ardee’s Soda, to name a few.
From white chocolate apricots to mini ramen bowls, edible papers, puchkas that garnished cocktails in mud pot serves and sake-glasses, bars pushed visual storytelling as much as flavour.
Speaking about the competition’s evolution, Anand Virmani, Co-founder & Master Distiller, Nao Spirits & Beverages, said, “The idea behind Bar Idols has always been straightforward: the drink is half the story; the person serving it is the rest. We wanted a competition that mirrors reality; service and connection matter as much as technique. This year made that obvious. When you remove the bias of bar names, the freshest, hungriest talent rises. That’s the part we’re most proud of.”
This year also marked the official renaming of the platform.
“As much as we loved the previous name, it never quite captured what the competition was really about. It wasn’t about battles or rivalries; but geared towards raising the bar together. The real goal has always been to shine a light on the unsung heroes of hospitality and to build a sense of community around that. So, it only felt right to move from Wars to Bar Idols,” said Aparajita Ninan, Co-Founder, Nao Spirits & Beverages.
Baileys by Diageo India and Starbucks, come together to celebrate the flavours, rituals, and small magical joys that define the holiday season. Developed exclusively for Starbucks for the first time, the beverages bring together Starbucks handcrafted beverage expertise with Baileys’ signature Irish Cream flavour, creating a festive line up designed for warmth, joy, and everyday indulgence.
Starbucks has shaped the culture of coffeehouse rituals in India, while Baileys has long been celebrated globally for its unmistakably creamy, dessert-led flavour. Their coming together brings consumers familiar favourites with a festive twist that feels both comforting and delightfully unexpected. The holiday line-up showcases the depth and versatility of Baileys’ signature flavour, paired with Starbucks most-loved formats:
Signature Irish Latte: Starbucks signature latte infused with the rich flavour of Baileys Irish Cream non-alcoholic syrup, finished with a sprinkle of chocolate powder: cozy, nostalgic, perfect for winter mornings
Signature Irish Frappuccino: Smooth premium arabica espresso swirled with Baileys Irish Cream non-alcoholic syrup and topped with a whipped Irish inspired cream: smooth, playful, ideal for holiday celebrations
Signature Irish Cold Brew: Signature steeped Cold Brew meets Baileys Irish non-alcoholic flavoured sweet cream and garnished with chocolate dust: refreshing and full of joy
Signature Irish Matcha: A creative fusion of Baileys Irish Cream non-alcoholic flavoured milk topped with airy matcha foam and a light sprinkle of chocolate: fresh and delightfully festive
Signature Irish Reserve Shakerato: Available only at Starbucks Reserve stores in Mumbai and Gurugram, rich espresso shaken with Baileys Irish Cream non-alcoholic syrup and vanilla sweet cream, topped with a Baileys coffee whipped cream and chocolate dust: serving the merry magic
Mitali Maheshwari, Head of Product and Marketing, TATA Starbucks, shared, “Our holiday lineup has always been about comfort, connection, and the joy of shared moments. Partnering with Baileys lets us elevate that emotion, bringing together their iconic creamy flavour, now in a non-alcoholic syrup format with the seasonal favourites our customers love. It’s an indulgent, playful collaboration designed to spark joy, invite togetherness, and make this holiday season feel a little more magical.”
Ruchira Jaitly, CMO at Diageo India, shared, “We are thrilled to bring together the velvety richness of Baileys with handcrafted beverages from Starbucks. This collaboration is a showcase of our commitment to crafting elevated, non-alcoholic indulgence for all occasions and consumers. Baileys has always been about celebrating life’s little treats and the moments that make the season feel special. Bringing our signature creamy flavour in a non-alcoholic format to Starbucks India allows us to reimagine indulgence for the holidays in a way that is warm, familiar, and beautifully uplifting.”
The Baileys + Starbucks limited edition beverages is available across all Starbucks India stores.
Geist Brewing Co. has introduced four new beers on tap, each offering a fresh flavour profile. They include Geist Lagerithm; Geist Route 66; Geist Double IPA; and Geist Star Spangled Haze.
The lineup begins with Geist Lagerithm, a pale hoppy lager that brings a gentle mix of citrus and mild tropical fruit notes. Geist Route 66 follows with a Midwest style IPA that balances bright citrus and floral character with a smooth thread of bitterness. For a bolder choice, Geist Double IPA delivers a classic West Coast experience with layers of spice, pine and mild resin. Rounding out the collection is Geist Star Spangled Haze, an East Coast style that pours pale and fruit forward. Notes of citrus, tropical fruit and berries rise first, supported by gentle spice and a soft malt body that keeps the finish smooth and balanced.
They are available on tap at all Geist Brewing Co. outlets.
The Blenders Pride Tour culminated in Kolkata with a bold new interpretation of craft, shaping fashion’s next move. Set against the backdrop of iconic Howrah Bridge and transforming the city’s historic Hooghly River into a spectacular runway, the finale edition presented an experimental collection by designer Anamika Khanna AK | OK, with the charismatic Ishaan Khatter as the showstopper. It was held in collaboration with the Fashion Design Council of India (FDCI).
The show unfolded on a Barge, anchored in the midst of the Hooghly river, transforming it into a floating theatre of fashion. It opened with divers emerging onto the barge and scaffolding brought alive through light, smoke, and sound. Models appeared from within the structure to a high-energy score, as lasers shifted with each step. The narrative peaked with powerful chainmail looks presented as a unified statement, followed by sculptural silhouettes in motion. The finale delivered a crescendo with Ishaan’s arrival in a speedboat, culminating in a collective closing moment.
Adding a touch of gravitas to the evening was The Bengal Paddle vessel, with its museum-like interiors and historic detailing, that hosted the who’s who of the city before they were brought onboard the barge. The Riverine Museum within its former boiler room, that houses rare marine artefacts and curated installations tracing the Hooghly’s legacy, created an immersive cultural backdrop.
Debasree Dasgupta, CMO, Pernod Ricard India said, “Blenders Pride Fashion Tour has always been at the forefront of shaping fashion and cultural conversations. As the final chapter of this edition, Kolkata delivered the very essence of what makes fashion truly transformative. ‘Future Is Crafted‘ was not just a showcase—it was a powerful statement on how heritage and innovation converge to create something extraordinary.”
Designer Anamika Khanna, sharing her thoughts on the show, said, “Together with Blenders Pride Fashion Tour, I was delighted to showcase how Indian craftsmanship can be deconstructed and reimagined for the modern world. Witnessing the audience embrace this bold reinterpretation of heritage was truly exhilarating.”
Showstopper Ishaan Khatter said, “Being part of Blenders Pride Fashion Tour felt completely in sync with my own instinct to experiment and move beyond the expected. Watching craftsmanship break out of its traditional mould and take on a sharper, more expressive form made the experience incredibly exciting. Set against such an iconic backdrop, it felt like being part of a moment where fashion wasn’t just shown, but actively shaped.”
Sunil Sethi, Chairman, FDCI expressed, ” FDCI was delighted to collaborate with Blenders Pride Fashion Tour, uniting two powerhouses of fashion to shape its future. The Kolkata edition celebrated creativity, culture, and set the pace for what’s next in Indian fashion.”
Bengaluru’s nightlife has never lacked imagination. Pubs are history, lounge bars are passe, microbreweries continue to vibe and now it’s the BYOB (bring your own booze or bottle, as you please) trend that’s making all the noise on social media. The city has long been India’s test lab for new drinking formats. Yet, the launch of ‘Pregame’ in Koramangala, a veritable waterhole, has added a fresh twist to that narrative, a hybrid concept that’s part liquor store, part bar, part restaurant, and entirely tuned into the city’s evolving drinking habits.
At first glance, ‘Pregame’ might look like another upbeat watering hole, neon signage, a buzzy crowd, a quick-serve menu, and loud playlists. But what sets it apart is its simple, subversive idea, “Bring your bottle, we’ll bring the vibe.” Customers can pick up a bottle from the liquor store on the ground floor or carry one they already own, and the venue takes care of the rest, the mixers, the glassware, the ice, the food, and the music. There is a minimal 9 per cent glassware and corkage fee.
Pregame founder S. Jagadish has created this space where people can shop, taste and experience the brands they prefer in a cool ambience and at prices that are so so reasonable. It is a go between a liquor shop and a pub, when it comes to pricing and experience.
It’s Bangalore’s newest “BYOB” (Bring Your Own Bottle) venue, but with a professional twist, legal, licensed, and curated for a safe, social, and Instagram-ready experience. And that’s precisely why it’s become a talking point across the city’s F&B circles.
Addressing a pain point
“We wanted to create a space that’s easy, social, and affordable,” adds Jagdish who describes Pregame as “an answer to the pre-drink dilemma.”
It’s a relatable pain point. In a city with soaring alcohol taxes and premium bar mark-ups, a night out can easily turn into a wallet-drainer. Many prefer gathering at home for a few drinks before heading to clubs later, hence the term “Pregame”. The founders simply turned that ritual into a business model.
At Pregame, guests can buy their bottle, pay a modest service fee, and enjoy the comforts of a bar without the inflated drink prices. The food menu is designed around the concept—shareable bar bites, skewers, sliders, and spicy chakhna. Add a DJ, community tables, and dim lighting, and you have a format that bridges the gap between home drinking and nightlife.
Bangalore’s Shifting Spirits Culture
The emergence of Pregame also signals a larger shift in the city’s drinking culture. Bangalore’s consumers, especially the 25–40 age group, are increasingly discerning about what they drink, how they drink it, and where.
Over the past five years, the city has seen a wave of premiumisation, the rise of craft gins, small-batch whiskies, and local rum brands. Artisanal spirits like Greater Than, Tamras, Samsara, and Short Story are now fixtures on retail shelves. Importantly, consumers are not just trading up, they’re also seeking control and creativity in their drinking experiences.
People are willing to pay for quality, but they also want flexibility. “The BYOB bar model like Pregame gives them both, they bring their own bottle, but still get the ambience and service of a bar. It’s clever and consumer-first.”
The BYOB concept is hardly new, but in India, it’s been a regulatory grey zone, with varying rules on liquor consumption in semi-commercial premises. Yet, states like Karnataka have slowly opened up to formats that blend retail and hospitality, provided they follow the correct licensing framework.
For Pregame, that’s where the innovation lies. The venue holds a retail licence, allowing the sale of alcohol to customers, and a separate dining space that offers the food and mixers. The result is a compliant, safe, and profitable middle-ground.
It’s not just about convenience. The social format itself has strong psychological appeal, shared ownership of the night. You bring your bottle, your friends bring theirs, and the venue turns it into a party. It makes the evening feel participatory rather than transactional.
This is also aligned with broader global trends. From London’s bottle clubs to New York’s mix-at-table lounges, post-pandemic nightlife has evolved toward personalisation and smaller, curated experiences rather than large-format drinking.
Changing Palates, Changing Playlists
Step into Pregame on a Friday evening, and you can sense the city’s evolving taste profile. The crowd isn’t ordering plain rum-and-coke anymore. Instead, they’re requesting tonics, ginger ales, low-sugar mixers, and even soda infusions with herbs or fruit. The cocktail menu focuses on refreshing spritzes, quick mixers, and easy pours that complement the BYOB ethos.
It reflects how Bengaluru’s drinkers have matured. The city’s residents, a mix of tech professionals, expats, and students, are increasingly health-conscious and mindful about consumption. The focus is less on quantity and more on quality and experience.
Low-alcohol and no-alcohol beverages are also making their way onto menus. Kombucha cocktails, flavoured sodas, and non-alcoholic G&Ts are regulars. This mirrors a larger urban trend—moderation as a lifestyle choice, not a compromise.
Experience is the Key
Another key reason behind Pregame’s buzz is its value proposition. With cocktail prices in premium bars often crossing ₹800–1,000, Pregame taps into a segment that seeks affordability without sacrificing atmosphere.
“Bangalore’s nightlife used to be binary, either dive bar or fine cocktail lounge,” says hospitality consultant Pranav Bhat. “Now, venues like Pregame sit neatly in the middle. They’re social, safe, and stylish, but they don’t intimidate you with luxury pricing.”
And that’s the sweet spot for Gen Z and millennial consumers. They’re drinking less, but better. They’re brand-aware, social-media-savvy, and eager to explore homegrown spirits. They prefer venues that feel authentic, communal, and experience-driven.
The timing couldn’t be better. Karnataka remains one of India’s largest alcohol-consuming state, and Bengaluru is its most lucrative market. Post-COVID, liquor retail sales in the city have surged, and premium spirits have seen double-digit growth.
This has also led to experimentation in how alcohol is retailed and served. Liquor boutiques with tasting counters, in-store mixology demos, and restaurant-linked stores are beginning to appear. The government’s push to formalise retail through better licensing has opened space for such innovation.
Industry analysts see formats like Pregame as part of a wider trend—the blending of retail, entertainment, and lifestyle. What used to be three separate industries are now converging.
If this experiment succeeds, it could redefine what a “bar” means in India’s metros. Not every social drinker wants a club or an expensive cocktail den. Some just want a table, their own bottle, good food, and better company, and that’s precisely the space Pregame is betting on.
In a city that loves its craft beer and boutique gins, the next phase of evolution might not be about what’s in the glass, but where and how that glass is raised.
John Distilleries has launched a new Gift-With-Purchase campaign for its premium grape brandy, Paul John XO. The campaign is designed to reward discerning spirit enthusiasts with a unique opportunity to explore India’s exceptional answer to Cognac and Armagnac.
Paul John XO is crafted from Ugni Blanc and Bangalore Purple grapes, matured for over 10 years in medium-toasted new French Limousin oak barrels, and bottled at an ABV of 46%. It delivers sweetly honeyed aromas of fresh fig, apricot, strawberry, liquorice and orange zest, leading into a palate of cranberry, rum raisin and rich oak, culminating in a gloriously long finish layered with natural caramel.
Premium Festive Offering
Each exclusive package includes one bottle of Paul John XO accompanied by a branded clear balloon glass featuring the brand’s signature paisley design, rendered in elegant Indian blue, with a gold rim. The options have other intricate brand motifs from the main design of the elegant peacock and other design elements.
Tasting Experience
Paul John XO is a sensorial celebration from nose to finish.
Colour: Deep golden amber.
Nose: Sweetly honeyed aromas unfold with notes of fresh fig, apricot, strawberry liquorice, and orange zest, complemented by a subtle herbal lift that enhances the gentle butterscotch.
Palate: A delightful burst of sweet cranberry and succulent rum raisin, beautifully balanced with layered, complex flavours that reflect Paul John’s meticulous cask craftsmanship.
Finish: Long, elegant, and intricately textured, leaving behind expressive notes of sweet oak and natural caramel that linger with exceptional warmth.
Bartending competition by Diageo India nurtures the rise of a new bartending generation
India, Nepal and Sri Lanka come together under one platform for the first time
11-city roadshow across India, Sri Lanka and Nepal sets out to find the next voice that will shape Indian mixology
There was a time when India’s cocktail culture was defined by a handful of bars, spirits, and bartenders who dared to push boundaries. Today, that world has changed dramatically. Over the last few years, World Class India has become the engine powering one of the country’s most exciting hospitality movements, shaping talent and transforming how India drinks. As the globally renowned bartending competition by Diageo heads into its 12th edition in 2026, it opens a new chapter for Indian bartending.
India’s cocktail landscape has shifted in remarkable ways. Bars across Mumbai, Delhi, Bengaluru, Goa, Kolkata, and beyond have moved from spaces of experimentation to full-fledged innovation labs. Storytelling, science, hospitality rituals, and guest experience now define the benchmarks of excellence. But the real story is in the programmes designed to support the bartenders who are rewriting what India’s cocktail future looks like.
How does World Class work?
World Class follows a multi-stage format designed to identify and elevate the country’s most promising bartenders. The journey begins with an online submission round in which bartenders share their cocktail concept, recipe, and inspiration. From these entries, the top 100 are selected to participate in regional challenges across key cities, where they are judged on flavour, technique, storytelling, and hospitality. The highest-scoring bartenders from each region advance to the national stage, where the top 16 compete in a series of themed rounds from speed and efficiency to flavour innovation and community-led concepts.
These challenges test not just skill but creativity and personal expression. Ultimately, three finalists emerge in the national showdown, where they present signature serves, complete experience-led challenges, and showcase their individual bartending philosophies. One winner is crowned World Class India Bartender of the Year and represents the country at the Global Finals in Dubai in September.
The 2026 roadshow is already underway, taking the programme directly to bars and communities across the region. In recent times the team has travelled through 11 cities, including Mumbai, Bengaluru, Delhi, Goa, Kolkata, Colombo, Kathmandu, Hyderabad, Pune, and Guwahati, engaging hundreds of bartenders in immersive workshops, flavour modules, and hands-on mixology sessions.
World Class India 2026 deepens this transformation with a comprehensive, year-long programme designed to help bartenders grow, experiment, and find their voice. Beginning with education, the team has introduced a ‘flavours module’ which breaks it down into science, memory, and emotion, encouraging bartenders to build cocktails from the palate up rather than relying on theatrics. It expands through community, past winners and alumni return as mentors, judges, and leaders—bringing global expertise back into India’s bar culture.
Aanchal Kaushal, VP, Customer Marketing, Diageo India, said, “Every city has revealed one thing—South Asia’s bartending culture is evolving at extraordinary speed, driven by talent that is hungry to learn, experiment, and push the boundaries of flavour and hospitality. From metropolitan bars to rising neighbourhood spaces, we are travelling across India, bringing training, mentorship, and experiences to find the next voice that will shape Indian mixology.”
Karan Tacker’s Goonda, India’s homegrown 100% agave spirit brands, is now available in 750 ml bottle. Building on the steady success of the 180 ml variant, the 750 ml format is available across Goa, Mumbai and Pune. The introduction of a larger format signals the brand’s move toward national scale and a stronger presence in the premium spirits segment in both on and off-premise.
Goonda estimates that the annual production capacity of agave spirit in India is approx. 3 to 4 lakh litres. Since its launch earlier this year, the brand has sold over 30,000 bottles across Maharashtra and Goa, and projects a scale-up in FY 26-27
Actor & Co-founder Tacker says, “This is the moment for Indian agave. We want to build a future where India is seen as a serious agave-producing region and not just an emerging curiosity. The 750 ml launch is a step toward a long-term vision in which Indian agave sits confidently on global shelves.”
1.7 lakh cases in 2025
The Indian agave industry is changing quickly, growing from about 38,000 cases before the pandemic to an estimated 1.7 lakh cases this year, with over 80% of the volume still coming from imports and leaving a major gap for quality homegrown brands. Consumer interest is rising as agave spirits are viewed as lighter, cleaner and lower in congeners and calories, which appeals strongly to today’s health-focused drinker and is driving double-digit category growth.
Co-founder Ashish Jasuja adds, “Goonda will scale across categories and states. We consider ourselves trailblazers in this space. Not only do we have a splendid Silver and Reposado, which every company offers, but we have redefined the agave world by venturing into flavoured 100% agave spirits. So, whether you want to shoot at a wedding party, pour it over ice on a sultry afternoon, or shake up a martini, our flavoured range covers every occasion.”
By 2030, Diageo India aims to drive awareness and change the attitudes of 1 million people towards drink driving
Diageo India (United Spirits Limited), in partnership with BharatCares and the Transport Department, Government of Andhra Pradesh has inaugurated a new Driver Sensitisation Tab Lab at the Regional Transport Office (RTO) in Vijayawada under its ‘Wrong Side of the Road’ (WSOTR) initiative.
The inauguration was presided over by Meera Prasad, Deputy Transport Commissioner (Road Safety), and this initiative is also supported by Manish Kumar Sinha, IPS, Transport Commissioner, Andhra Pradesh. This launch marks a significant milestone in Diageo India’s mission to promote road safety and responsible consumption. With this launch, WSOTR centres are now present across 4 RTOs in the state.
Aligned with Diageo India’s ‘Spirit of Progress’ ESG action plan, Wrong Side of the Road (WSOTR) is an education-led, behavioural change initiative that leverages digital tools to address drink driving. Delivered through immersive, tech-enabled modules, WSOTR engages drivers with real-life scenario simulations to highlight the consequences of unsafe driving. At the Tab Labs, a mandatory 45-minute module for all new driving license applicants features interactive video content and behavioural assessments designed to promote safe driving habits. By simulating real-life scenarios, the programme emphasises the importance of safety, making a tangible impact on driver behaviour and road safety. The new Tab Lab in Vijayawada is part of a growing network of 84 Labs across the country, reinforcing a nationwide commitment to road safety.
Meera Prasad said, “Road safety is a critical priority for the Government of Andhra Pradesh, and we remain committed to reducing accidents through sustained awareness and behavioural-change initiatives. The Driver Sensitisation Tab Lab inaugurated at RTO Vijayawada will strengthen our efforts by equipping new drivers with practical, simulation-based learning. We appreciate Diageo India and BharatCares for their partnership in advancing responsible driving and helping build safer roads for all.”
Devashish Dasgupta, Head of Corporate Relations, Diageo India, said, “As part of our Spirit of Progress ESG agenda, we encourage responsible consumption and have invested in multiple education programmes. With our partners at BharatCares and the support of the Government of Andhra Pradesh, we are scaling our WSOTR initiative to equip drivers with the knowledge and awareness they need to make responsible choices. Changing attitudes is key to addressing the issue. We are proud to have a Tab Lab across four RTOs in the State.”
Mayank Pathak, BharatCares said, “BharatCares is proud to partner with Diageo India on this transformative journey towards shaping positive behaviours and championing road safety. Our collaboration demonstrates the power of innovation, education, and technology in addressing critical societal challenges. Through initiatives like the Tab Lab, we are fostering a collective effort to build safer, more responsible communities.”
Seagram’s Xclamat!on unites whisky, gin, vodka, rum, and brandy under one name, responding to a generation that values flexibility, quality, and continuity across occasions.
India’s premium spirits market has been changing in ways that are subtle yet consequential. The shift is visible less in headline numbers and more in how people drink. Younger urban consumers are increasingly comfortable moving across categories, assembling their preferences around setting, company, and mood. A whisky-led evening may give way to gin another night, vodka on a different occasion, with brand trust travelling across those choices. Pernod Ricard India’s introduction of Seagram’s Xclamat!on sits squarely within this behavioural turn.
Launched as a single brand spanning whisky, vodka, gin, rum, and brandy, Xclamat!on reflects an attempt to respond to how consumption now unfolds in practice. The idea grew out of sustained engagement with drinkers in the 26–35 age bracket, a segment that shows high openness to experimentation alongside a growing insistence on quality. Jean Touboul, CEO of Pernod Ricard India, has observed that this cohort seeks “choice beyond whisky, with drinking acting as an expression of personality.” That insight pointed to a wide, under-addressed space: aspirational, price-aware, and underserved by structures that traditionally separated spirits into rigid compartments.
Xclamat!on has been positioned within this space with restraint. A uniform price architecture across five spirits introduces clarity, while distinct liquid identities preserve individuality. The brand does not require consumers to recalibrate expectations when shifting categories. It reflects repertoire-led drinking as an established behaviour.
A Unified Label for a Plural Consumer
For a company with a long history of category-specific branding, bringing five spirits under one label marks a notable shift. Xclamat!on is Pernod Ricard India’s first unified brand, conceived in response to consumption habits that privilege flexibility and situational choice. Internal research highlighted higher discretionary spend, increased at-home occasions, and a clear movement beyond whisky-centric consumption.
Jean has spoken of consumers expressing the need for “one reliable name that delivers quality and diversity across categories.” The liquids themselves are varied in composition and reference. The whisky combines Speyside Scotch malts matured in dual casks with Indian grain spirits. Vodka is produced from Indian grain and filtered using Russian moonstone technology. Gin brings together juniper berries sourced from Germany with Indian botanicals, resulting in seven expressions. Brandy draws on Indian and French grapes aged in Limousin wood, while rum blends Indian jaggery spirit with aged Jamaican rum, distilled using multi-column copper stills.
What holds these expressions together is not sameness but coherence. Jean has described Xclamat!on as offering “distinct taste and positioning within a single brand framework,” reflecting the way contemporary drinkers assemble their choices across different moments rather than committing to a single narrative.
Local Production, Global Reference
Xclamat!on has been produced in India, with local teams closely involved in formulation and execution. The range aligns with the Atmanirbhar Bharat vision. The emphasis remains on relevance and suitability for domestic preferences, supported by international reference points.
As Jean has noted, the brand has been “developed locally for India’s growing base of aspirational and quality-conscious consumers.” Global inputs appear throughout the portfolio as supporting elements. The approach focuses on alignment with domestic palates and social settings.
Packaging choices reinforce this outlook. Glow-in-the-dark labels, aluminium snap lids, and a bold visual language establish shelf presence, while the absence of mono-cartons reflects Pernod Ricard India’s sustainability-by-design approach. The bottles arrive unboxed, reducing material use while maintaining premium cues.
Expansion in a Complex Operating Climate
Xclamat!on’s rollout begins across Haryana, Uttar Pradesh, Goa, Rajasthan, and Daman, with plans to extend to fourteen markets within the first year. The phased approach suggests calibration rather than haste, allowing the brand to settle into distribution networks before wider availability. This pacing aligns with Pernod Ricard India’s broader growth outlook, where innovation occupies a central role.
India remains Pernod Ricard’s second-largest market globally by value and its largest by volume. Jean has indicated that innovation is expected to contribute around a quarter of the company’s growth over the next decade, with Xclamat!on projected to play a meaningful role in that trajectory.
At the same time, the operating environment remains demanding. Recent reporting has drawn attention to supply interruptions and regulatory constraints affecting retail presence in major metros, including New Delhi. These factors shape cash cycles, market access, and the sequencing of new launches, requiring companies to balance ambition with operational discipline.
Within this context, Xclamat!on reads as a long-horizon commitment. It enters the market with an awareness of governance expectations, compliance frameworks, and the realities of scaling in a fragmented regulatory landscape. Jean has spoken of India as a springboard for global innovation, a market whose scale and consumer maturity justify sustained investment. That confidence rests on the belief that premiumisation in India will continue to be driven by informed choice and responsible expansion.
