Ajay Devgn raises the bar: GlenJourneys Single Malt joins Bollywood’s alco-bev wave

Ajay Devgn launches alcohol beverage brand.

Bollywood’s love affair with startups continues, and this time, it’s raising a toast to India’s booming alcohol beverage industry, the third largest by volume in the world. The latest star to enter the space is actor Ajay Devgn, who has launched GlenJourneys, a premium single malt under alco-bev startup Cartel Bros.

The company had earlier brought actor Sanjay Dutt on board in 2023 as both investor and face of its whiskey brand, Glenwalk. Now, the plot thickens with Devgn’s entry into the spirits space.

“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, Co-Founder, Cartel Bros) were discussing one day when we met in Scotland and we tried some malts. I really loved it, and I said let's start this journey,” Devgn told Moneycontrol.

Sani believes Bollywood stars are a perfect fit for the brand. “Every state has its laws, taxation is complex, and advertising restrictions are tight. But we’ve learned to navigate that creatively. It forces us to innovate not just with product, but with storytelling,” he said.

Star Power Pays Off

That confidence is rooted in numbers. Dutt’s Glenwalk brand sold over 3 lakh (300,000) 200 ml bottles within 45 days of its launch, with plans to scale up to 300,000 cases.

“Sanjay Dutt helped Glenwalk become a household name almost instantly. The brand saw over 40 percent growth in key markets within six months post-launch. More importantly, it connected with audiences who seek bold, premium choices,” Sani said.

Following that success, Cartel Bros decided to bring Devgn into the fold.

“We believe in telling stories. And who better than storytellers to represent our brands? Sanjay Dutt gave Glenwalk that raw, rugged charm. With Ajay Devgn, GlenJourneys becomes a reflection of depth, intensity, and timeless character,” he added.

Devgn, who is set to return to the big screen with Raid 2, said stepping into entrepreneurship beyond films is a natural evolution.

"It's human nature to expand. You need to step out in the world and see what else you can do. And if you have partners like these, then why not?” he said.

A Growing Market with High Stakes

Devgn also touched upon India’s growing startup ecosystem and his ventures beyond the alcohol space.

“There are a lot of risks and a lot of chances,” he said. “I have a VFX (visual effects) company (NY VFXWAALA) and a theater chain (NY Cinemas) and some solar plants,” he added, also highlighting his new AI company, Prismix.

His foray into the alco-bev space comes at a time when India’s market is estimated to reach ₹5,00,000 crore by FY28. Experts attribute this growth to premiumisation—a consumer shift toward higher-quality, more expensive products.

“Premiumisation is the keyword. Consumers are willing to pay more for quality. While international brands continue to hold strong appeal, there's increasing interest in innovation and craftsmanship across the board,” said Sani.

He noted that the Indian single malt market, valued at around ₹5,000 crore, is growing at 12–15% CAGR.

“Our climate allows for faster maturation, leading to rich and complex flavor profiles at a relatively younger age. That gives us a distinctive edge globally, and consumers are increasingly recognizing the character and quality on offer,” Sani explained.

GlenJourneys Sets Sail

GlenJourneys will first launch through travel retail channels, debuting at Dubai Duty Free with a target of 10,000 cases in the first six months. In India, the company aims to roll out 25,000 cases in metros like Mumbai, Delhi, Bengaluru, and Hyderabad.

“Our strategy is two-pronged: placement in high-end retail and bars, and curated tasting experiences that create word-of-mouth,” said Sani.

The single malt will be priced between ₹7,500 to ₹9,000 depending on the city and is expected to hit Indian shelves by August.

Cartel Bros also has two more launches in the pipeline this year. “We’re launching two more expressions – one smoky and one sherry cask-finished. We’re also exploring a small-batch gin under the Cartel Bros umbrella,” Sani added.