Ajay Devgn-backed Scotch wins top taste honour in Brussels

MUMBAI: From film sets to fine spirits, Ajay Devgn’s latest success story is unfolding in a whisky glass. The GlenJourneys, the premium Scotch brand co-founded by the Bollywood star and Cartel Bros., has earned a major global nod, with its 21-Year-Old Pioneer Edition winning the prestigious Superior Taste Award in Brussels.

The accolade, presented by the International Taste Institute, is no small feat. The whisky was judged through a blind tasting by more than 200 Michelin-starred chefs and world-renowned sommeliers, where branding, backstories and celebrity names were left firmly at the door. Only what was in the glass mattered.

And it impressed.

The GlenJourneys clocked an overall score of over 92 per cent, placing it among an elite group of high-performing Scotch whiskies worldwide. Judges praised its immediate appeal, polished appearance and aromatic clarity, while its flavour balance and long, smooth finish sealed the deal.

For Living Liquidz and Mansionz’s founder, and Cartel Bros. co-founder, Mokksh Sani, the award strikes at the heart of what the brand stands for. He noted that the recognition is entirely product-led, adding that it proves a Scotch crafted with the Indian palate in mind can stand shoulder to shoulder with the world’s best.

The win caps a standout year for The GlenJourneys, which has quickly emerged as one of India’s fastest-growing premium single malt labels. The 21-Year-Old Pioneer Edition itself is a rare catch, with just 600 bottles released globally, making it a prized collector’s item.

Behind the scenes, the brand’s founding team, including Jitin Merani, Rohan Nihalani, Manish Sani and chief business officer Vishal Rajan, is pushing ahead with expansion plans. Its Cask Series, featuring Bourbon, Rum and Sherry finishes, is being rolled out across key Indian cities in early 2026.

Ajay Devgn called the award especially meaningful, saying it validates the passion and precision behind the whisky when judged purely on taste, aroma and finish. He added that it strengthens the brand’s ambition to build a world-class Scotch with a strong Indian identity.

With global recognition now in hand and bold growth targets ahead, Cartel Bros. is eyeing a 20 per cent share of India’s luxury single malt market by 2027. More importantly, The GlenJourneys is proving that when it comes to whisky, India is no longer just a consumer but a serious contender on the world stage.