Ajay Devgn, the acclaimed Bollywood actor and producer, has officially debuted his premium single malt whisky label, GlenJourneys, in the Indian market after a successful overseas test launch in Dubai just six months ago. Co-founded with beverage entrepreneur Moksh Sani and developed in partnership with Cartel Bros, GlenJourneys aims for a disruptive entry—targeting 20% of India’s single malt market within two years and selling 10,000 cases in Maharashtra by the end of FY2026.
GlenJourneys: Product Story, Market Strategy, and Expansion
GlenJourneys’ Pioneer Edition, the brand’s inaugural release, is a 21-year-old Highland single malt Scotch priced between ₹7,500 and ₹9,000. This is complemented by the new Cask Series—whiskies finished in rum, bourbon, and sherry casks for depth and character, retailing at ₹6,409 in premium Mumbai outlets. Maharashtra will serve as the launchpad, with expansion into Haryana, Uttar Pradesh, Goa, and Chandigarh scheduled for November 2025 and broader pan-India rollout in early 2026.
Devgn, a self-professed malt enthusiast, shared that GlenJourneys was conceived through hands-on tastings of varied cask samples sourced directly from Scotland. The brand emphasizes global quality and local customization, blending tradition with cask innovation to suit Indian palates. The Dubai debut, limited to 600 bottles, sold out rapidly, boosting confidence in Indian scaling. With Indian single malt consumption growing at 7% annually and the overall alcohol market set to reach $175 billion by 2033, GlenJourneys is positioned for both luxury and volume play in a rising segment.
Ajay Devgn: Business Ventures and Major Investments
Beyond whisky, Ajay Devgn boasts a diverse entrepreneurial portfolio:
- NY Cinemas: A multiplex chain in tier-2/3 cities, reviving single-screen experience with modern amenities and expanding nationwide.
- Prismix: Next-generation AI-powered media venture supporting animated content, web series, and generative storytelling for Gen-Z consumers.
- Ajay Devgn FFilms (ADF): His production house behind blockbusters such as Tanhaji, Shivaay, and Runway 34.
- NY VFXWaala: A leading visual effects company servicing Bollywood and South Indian cinema.
- Hospitality and Real Estate: Platinum Vineyard Resort, AD1 construction and development, and stakes in major Mumbai and London properties.
- Renewables: Investments in the Charanaka Solar Project, Gujarat, supporting India’s green energy ambitions.
He’s also made notable moves in Indian equities, including strategic investments in listed companies such as Panorama Studios and enjoys an estimated net worth of ₹600–700 crore in 2025.
Celebrities and Luxury Spirits: The New Wave
GlenJourneys marks the latest celebrity-led premium liquor venture in India:
- Shah Rukh Khan & Aryan Khan (D’YAVOL): Their whisky, notably ‘Inception,’ is a top seller and recent global award winner, retailing up to ₹9,950 and present in eight states.
- Sanjay Dutt (The Glenwalk): Launched by Cartel Bros, Glenwalk sold 1.4 million bottles in FY2025 and aims for over 4 million next year; innovation and authentic Scottish bottling underpin its success.
- Ranveer Singh (Maestro): Equity partner in ABD’s Maestro premium whisky, leveraging brand resonance to scale distribution.
The Indian luxury spirits scene has seen a surge of new launches—across whisky, gin, vodka, rum, and niche categories—with celebrity-fan engagement driving premiumization and rapid adoption.
Read this: Nikhil Kamath and Shah Rukh Khan Join Hands to Launch Alcoholic Beverage Brand ‘D’YAVOL Spirits’
Summary:
Ajay Devgn’s GlenJourneys blends world-class heritage, cask innovation, and premium positioning, aiming to redefine India’s single malt experience. The launch builds on Devgn’s track record as an entrepreneur—spanning cinema, media-tech, real estate, and renewables—and taps into the broader trend of celebrity-driven spirits. With bold projections and a unique market approach, GlenJourneys is set to be a major player in the fast-growing Indian luxury whisky segment.
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