Bollywood actors Shah Rukh Khan and Sanjay Dutt have not too long ago ventured into the alcohol enterprise, and now Ajay Devgn has joined the league with a powerful debut within the world alcobev house. He has launched a premium 21-year-old single malt named GlenJourneys, priced at Rs. 50,000. Recognized for his numerous roles through the years, Ajay is now additionally an investor in Cartel Bros—the corporate behind the globally acclaimed Glenwalk, launched final yr in collaboration with Sanjay Dutt.
Ajay Devgn turns into investor and companion in Cartel Bros’ GlenJourneys, a single malt whisky priced at Rs. 50,000
In an open chat with CNBC-TV18, the Bollywood star mentioned his private journey with alcohol, the rising worldwide popularity of Indian single malts, and his newest transfer into the whisky trade.
Ajay Devgn has come on board Cartel Bros as each an investor and a companion for GlenJourneys. Finest recognized for iconic roles like Vijay Salgaonkar in Drishyam, Devgn candidly shared that he as soon as had a popularity for being a heavy drinker. “I’ve loved ingesting good alcohol ever since I used to be legally certified to drink,” he admitted.
Devgn skilled a turning level when he selected to surrender alcohol fully. “I went to a wellness spa, and since then, I didn’t really feel like ingesting in any respect,” he recalled. After staying sober for a yr, he progressively started exploring extra refined spirits and developed an appreciation for single malts. “Now, I solely have two small drinks a day. The daring flavour of the malt is one thing I like,” he mentioned.
The primary launch of the model contains just one,200 bottles, which will probably be rolled out in two phases and offered solely by way of journey retail in India and internationally. Devgn highlighted that the emphasis isn’t on pricing however on delivering a distinct segment, high-quality product for individuals who recognize craftsmanship. With a price ticket of Rs. 50,000–60,000 in India and round Rs. 30,000 globally, GlenJourneys is geared toward connoisseurs as a premium, limited-edition whisky.
Indian single malts have been steadily gaining world acclaim, profitable honours at famend worldwide awards. This rising demand supplied the right alternative for Devgn to enter the whisky house. Ajay recalled, “I’m extra of a style man, however once I met my companion within the type of Moksh Sani and tasted the whisky, I used to be hooked. That’s after we determined to create one thing collectively.” That second sparked the concept for a collaboration, finally resulting in the launch of GlenJourneys, a premium single malt whisky model.
Wanting forward, Devgn has bold plans for GlenJourneys. “We wish to take GlenJourneys worldwide,” he acknowledged. The following launch, anticipated in August, will showcase whisky aged in cask finishes, with older expressions deliberate for the longer term. The broader aim is to place GlenJourneys as a worldwide model, with journey retail serving as a key distribution channel.
Ajay added, “Manufacturers are in-built journey retail, and when you see our product on cabinets at airports or duty-free outlets, that’s when individuals actually take discover.”
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