Ajay Devgn ventures into alco-bev business with GlenJourneys.
Ajay Devgn ventures into alco-bev business
with GlenJourneys.
Ajay Devgn, the veteran actor-turned filmmaker tempted by Bollywood’s alco-bev collaborates with GlenJourneys Single Malt.
Following the launch of an artificial intelligence company namely “Prismix” and already owning visual effects firm and a theatre chain called NY Cinemas, now Ajay has ventured into
alco-bev business following Danny Denzongpa and Sanjay Dutt. Couldn’t Ajay think of any other business?
Alcohol beverage has emerged as booming business for some B’town celebrities.
Of course there aren’t many into alco-bev but to investment in Realty business.With the exception of Danny Denzongpa and Sanjay Dutt who are into alco-bev. Danny owns a huge beer factory in Sikkim.
Infact alco-bev industry has turned out to be a booming business in India, the third largest by volume in India.
Ajay Devgn has joined hands with GlenJourneys, a premium single malt under alco-bev startup Cartel Bros.
In 2023, the company had onboarded Sanjay Dutt as both investor and face of its whiskey brand, Glenwalk. Now, the plot thickens with Devgn’s entry into the spirits space.
Ajay revealed amidst media interaction, that he was a vodka drinker for quite some time, and then gave up alcohol. Gradually, started tasting malts and relishing them.
Mokksh Sani, Co-Founder, Cartel Bros were discussing one day when met in Scotland and tried some malts. Ajay really loved it, and said let’s ventures into it.
Mokksh Sani believes Bollywood stars are a perfect fit for the brand. Adding that every state has its laws, taxation is complex, and advertising restrictions are tight. But learned to navigate that creatively. It forces to innovate not just with product, but with storytelling.
That confidence is rooted in numbers and 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.
Notably, it was Sanjay Dutt who helped Glenwalk emerge as 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.
Following that success, Cartel Bros decided to bring Devgn into the fold.
Adding they 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.
Devgn, who returns to the big screen with
Raid 2, said stepping into entrepreneurship beyond films is a natural evolution.
He went on to add that 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?
A Growing Market with High Stakes. Devgn also touched upon India’s growing startup ecosystem and his ventures beyond the alcohol space.
He added that there are a lot of risks and a lot of chances. He has a VFX (visual effects) company (NY VFXWAALA) and a theater chain (NY Cinemas) and some solar plants,” 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.
He noted that the Indian single malt market, valued at around ₹5,000 crore, is growing at 12–15% CAGR.
Sani explained that their 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.
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.
Their strategy is
two-pronged: placement in high-end retail and bars, and curated tasting experiences that create word-of-mouth.
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.
As per Sani, Plans are afoot to launch two more expressions – one smoky and one sherry cask-finished. We’re also exploring a small-batch gin under the Cartel Bros umbrella
News Edit KV Raman
