Ajay Devgn launches premium Single Malt Whisky brand The GlenJourneys in India; targets 20% market share in next 2 years

Bollywood actor Ajay Devgn has officially entered India’s luxury whisky market with The GlenJourneys, a premium single malt brand he co-founded with Moksh Sani of Cartel Bros. 

Unlike many celebrity-backed spirits, the brand focuses on craftsmanship, cask innovation, and quality, aiming to offer discerning Indian consumers a globally crafted whisky experience.

Ajay Devgn’s The GlenJourneys launches in India 

The GlenJourneys launched in India with the Cask Series, featuring whiskies finished in Rum, Bourbon, and Sherry casks, priced at ₹6,409. 

Maharashtra will be the brand’s first market, with a target of 10,000 cases by the end of the financial year, before expanding to Haryana, Uttar Pradesh, Goa, and Chandigarh in November 2025, and other key markets in early 2026.

Before India, the brand introduced the Pioneer Edition, a rare 21-year-old Highland single malt priced at ₹50,000, which sold in select international duty-free shops. Only 600 bottles were released globally, showcasing the brand’s commitment to exclusivity and craftsmanship.

Crafted in the Scottish Highlands, The GlenJourneys blends tradition and innovation, with each cask-finished expression designed to appeal to evolving tastes. Moksh Sani, co-founder, said:

“Twelve years may give you a beautifully matured spirit, but a fine cask finish transforms it — it’s not just apple, it’s apple plus. Each expression in The GlenJourneys Cask Series reveals its own distinctive character.”

Ajay Devgn added:

“Globally, whisky lovers are chasing cask-finished malts for the craftsmanship they embody — where tradition meets innovation, and patience meets precision. The GlenJourneys elevates that pursuit.”

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“Our differentiator is simple,” says Ajay Devgn

Speaking to The Financial Express, Devgn said,

“Our differentiator is very simple — we try to bring you the best quality at the best price and with a global presence.”

A self-confessed whisky lover, he added, “I’m basically a malt drinker. When Moksh came up with this idea, I liked it very much. We launched it abroad first, and the response gave us the confidence to bring it home.”

Co-founder Moksh Sani said the brand reflects Devgn’s sophistication and commitment to authenticity, revealing that The GlenJourneys has already earned two international gold awards for quality.

Given India’s tight advertising norms for alcohol, the brand will also expand through lifestyle extensions like bar accessories, glassware, and merchandise — ensuring visibility without traditional ads.

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