Pernod Ricard India is placing one of its boldest bets yet on the country’s rapidly premiumising alcobev market. The French spirits major is aiming to sell one million cases within the first 12 months of launching its new portfolio of five home-grown products.

The range, recently introduced under the brand name Xclamation , includes a whisky, brandy, vodka, gin and rum. Positioned in the mid-price segment, it is designed to capture the attention of India’s increasingly discerning consumers.

Jean Touboul, CEO of Pernod Ricard India, in an exclusive interview with CNBC-TV18, said the scale of the company’s ambition reflects both its confidence in the market and its longstanding leadership in category innovation. “Coming with this new brand spanning across five spirit categories is a way

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