Bollywood’s relationship with business ventures keeps deepening, and Ajay Devgn has just poured himself a new role in that narrative, quite literally. The actor, director, and producer has now stepped into the premium spirits space with GlenJourneys, a brand launched under the alco-bev startup Cartel Bros, co-founded by Mokksh Sani. Cartel Bros, which first caught attention in 2023 after bringing actor Sanjay Dutt onboard for its whiskey brand Glenwalk, now has Ajay Devgn expanding the story, from walk to journey, as he puts it.
“I was a vodka drinker for quite some time, and then I quit drinking. Slowly, I started tasting malts, and I started enjoying them. We (Mokksh Sani and I) were discussing one day when we met in Scotland and tried some malts. I really loved it, and I said let’s start this journey," he said in an exclusive chat with Moneycontrol.
That single conversation in Scotland turned into GlenJourneys, a project that brings together craftsmanship, passion, and a shared appreciation for finely aged malts.
For Mokksh Sani, convincing Devgn wasn’t difficult. “My first meeting with him lasted about 30 minutes,” Sani recalled. “In that much time, sir already decided that he is going to do a single malt. He said he was going to Scotland, and we would meet there. I showed him what I had created, he liked the blends, he liked the roadmap we had in mind, and he immediately agreed.”
That clarity, both admit, became the foundation for GlenJourneys, a brand that promises not to chase trends but to create its own narrative in India’s evolving single malt culture.
Naturally, the question of comparisons with his longtime friend Sanjay Dutt’s Glenwalk comes up.
Devgn smiles. “It feels great. Sanju sir has always been a very close friend, and when he started, I was very happy. Now he’s very happy that we have started. So it feels great, one is a journey, one is a walk.”
For Ajay Devgn, GlenJourneys isn’t about competition. It’s a personal extension of taste, craft, and curiosity, much like his approach to filmmaking.
Between back-to-back film projects, production commitments, family events, and now business launches, one wonders how he manages to stay composed. His answer is simple, and very Ajay-like.
“That’s work, no? I mean, you have to be able to divide your time properly, and that’s what I do,” he said. “I don’t do too much of everything. If you can strike a nice balance, then I think everything is fine.”
If GlenJourneys has one goal, it’s to be distinctly Indian while staying globally relevant. Mokksh Sani explains, “Our goal is very simple, we have created something with a lot of passion and craftsmanship. We’re not trying to replicate anyone else’s formula; we’re trying to create our own journey.”
He elaborates, “The first single malt we made was a 21-year-old, 48% alcohol. That’s a bit technical, but it was something unique. Now, the new series we’re launching is a cask finish, so in one single malt, you’re getting notes of rum, sherry, and bourbon. This is very new to India, and I’m sure it’s going to go very well with the young audience.”
Also Read: Ajay Devgn, Kajol, Nysa Devgan rebrands NY Cinemas as Devgn Cinex at North Bombay Durga Puja
Devgn’s filmography spans nearly three decades and dozens of memorable roles, but when asked which of his many avatars, actor, director, producer, entrepreneur, has surprised him most, his answer captures his creative philosophy perfectly.
“I think I don’t do any role which doesn’t surprise me,” he said. “If I feel I’m going to get surprised by a role, that’s when I walk into it. Otherwise, it’s no fun. So I won’t be able to differentiate between any of them, it’s all of them.”
Ajay Devgn’s move into the alco-bev sector isn’t isolated. From Shah Rukh Khan’s stake in brands like KidZania and Red Chillies Entertainment to Katrina Kaif’s Kay Beauty and Deepika Padukone’s 82°E, Bollywood has seen a steady wave of celebrity-led businesses in the past decade. But few have entered the whiskey category with the kind of authenticity and direct involvement Devgn describes.
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