Sanjay Dutt Launches The Glenwalk's Innovative Zero-calorie Ginger Ale

The Glenwalk, a premium Scotch whisky brand, is now expanding into the lifestyle healthy beverages market with a zero-calorie Ginger Ale. To mark this significant milestone, Bollywood icon Sanjay Dutt, already a name associated with The Glenwalk’s success, has been brought on board to endorse this innovative new product.

From Whisky to Ginger Ale

The Glenwalk made its mark with its Scotch whisky, produced and bottled in Scotland using pure Scottish water, setting itself apart from competitors who often mix with local water. This commitment to quality quickly made The Glenwalk a favourite among whisky enthusiasts across India. 

Now, they have introduced Ginger Ale with zero calories for the health-conscious consumer looking for a refreshing, guilt-free beverage. Available at retail outlets across Mumbai, this new offering is poised to become a favourite for those seeking a zesty, invigorating drink that aligns with today’s wellness trends.

The Vision Behind The Glenwalk

At the heart of The Glenwalk’s success is Moksh Sani, co-founder of Cartel Bros, a man with deep roots in the alcohol industry. His family’s journey began over 50 years ago with Living Liquids with just 5,000 rupees. Sani’s father, a mechanical engineer from Indore, transitioned into the liquor business after observing and eventually purchasing a local liquor store. 

When Moksh Sani took over in 2004, he aimed to modernize and unify the family’s fragmented retail operations.

His vision was to elevate the customer experience by creating a more women-friendly environment, introducing walk-in stores, employing well-trained staff, and emphasizing hygiene and customer service. These efforts made Living Liquids the first branded liquor store in India.

Challenges:

Despite the innovative changes, Sani faced significant challenges, particularly in acquiring licenses and expanding retail outlets. His major hurdle was dealing with regulatory requirements and expanding his footprint. However, the growth trajectory was positive, and Living Liquids successfully navigated these early obstacles.

In a strategic move to forward-integrate, Sani co-founded Cartel Bros and launched The Glenwalk, a Scotch whisky brand endorsed by Bollywood actor Sanjay Dutt. 

The launch of The Glenwalk was not without its challenges. Once, Sani committed a blunder by only producing 10,000 cases initially, thinking it would last five months. The stock sold out in 45 days, and the subsequent production gap cost him severely.

This experience taught him valuable lessons in inventory management and customer expectations.

Big Plans for the Future:

Moksh Sani aims to expand the portfolio to include every segment of alcohol, from tequila to vodka, while avoiding the complex beer market. The company, with a turnover of Rs 300 crores, is eyeing a future turnover of 5,000 crores within five years.