MUMBAI: Hindi cinema stars launching whisky brands is hardly novel. Ajay Devgn is having a crack anyway. The actor and entrepreneur has co-founded The GlenJourneys, a single malt scotch brand developed with premium spirits outfit Cartel Bros, which launched its Cask Series in India in October with the ambitious goal of capturing 20 per cent of the country’s luxury single malt segment within two years.
The brand made its global debut with the Pioneer Edition, a 21-year-old Highland single malt priced at Rs 50,000 and limited to 600 bottles worldwide, available only in select international duty-free shops. The India launch takes a more accessible approach. The Cask Series—finished in rum, bourbon and sherry casks—is priced at Rs 6,409 and crafted specifically for the domestic market, which is growing at seven per cent year-on-year.
Maharashtra gets first dibs. The GlenJourneys has targeted 10,000 cases in the state by the end of this financial year, with rollouts planned for Haryana, Uttar Pradesh, Goa and Chandigarh in November 2025, followed by other metros in early 2026. The brand has positioned itself as bridging tradition and modernity, appealing to both seasoned collectors and younger drinkers exploring premium spirits.
Living Liquidz and Mansionz founder and Cartel Bros co-founder Mokksh Sani delivered the expected patter about craftsmanship. “Age refines a whisky—but a great cask defines it,” he said, claiming each expression in the Cask Series reveals “distinctive character” that sets it apart from conventional single malts. Devgn chimed in with talk of tradition meeting innovation and “the quiet power of time, wood, and artistry.”
The GlenJourneys comes backed by Cartel Bros’ track record. The company makes The Glenwalk Scotch Whisky, which won gold at Mexico’s Spirits Selection Awards and best single malt scotch at the India Wines & Spirits Awards 2025. Whether those accolades translate into market share is another question entirely.
India’s premium whisky segment is crowded with international heavyweights like Johnnie Walker, Chivas Regal and Glenfiddich, alongside domestic players pushing upmarket. Celebrity endorsements open doors but don’t guarantee shelf space or repeat purchases. Devgn’s star power may generate initial buzz, but sustaining a 20 per cent market share target in a competitive, slow-growing category requires more than name recognition.
The brand’s pricing strategy suggests pragmatism. At Rs 6,409, The GlenJourneys Cask Series sits below ultra-premium territory whilst claiming luxury credentials through cask finishing and Scottish provenance. It’s a crowded middle ground where execution matters more than marketing spin. Whether Indian whisky drinkers buy into Devgn’s vision—or simply buy the bottle once out of curiosity—will become clear soon enough.