Ajay Devgn’s The GlenJourneys: A Rising Star in India’s Premium Whisky Market
In a remarkable development within India’s burgeoning spirits industry, Bollywood icon Ajay Devgn has successfully launched his premium whisky brand, The GlenJourneys. Since its debut in October 2025, the single-malt whisky has not only garnered widespread attention but has also achieved substantial commercial success, with a turnover exceeding Rs. 4 crore in just four months. This impressive milestone underscores the increasing influence of celebrity-backed brands in India’s competitive alcohol market, especially among discerning consumers seeking premium, crafted spirits.
Launching a Premium Whisky in India: The GlenJourneys’ Journey So Far
The GlenJourneys was born out of a strategic collaboration between Bollywood superstar Ajay Devgn and renowned spirits distribution company, Cartel Bros. The brand was conceived to blend traditional Scotch whisky craftsmanship with a touch of Bollywood’s star power, creating a product that resonates with both connoisseurs and casual drinkers alike. Since its launch, the single-malt brand has sold over 8,622 bottles, translating to a robust turnover of Rs. 4.14 crores, reflecting strong consumer interest and market penetration.
Initially launched in Maharashtra, India’s largest and most vibrant state for spirits consumption, The GlenJourneys quickly expanded its footprint across key markets. The phased rollout included Goa, Uttarakhand, Uttar Pradesh, and Delhi in January 2026, followed by Haryana in February 2026. This strategic expansion across North India has helped the brand establish a solid presence in some of the country’s most lucrative markets, with plans to further extend reach into additional states and union territories.
Strategic Expansion and Market Penetration
Recognizing the immense potential of the Indian spirits market, The GlenJourneys is actively working to increase its footprint beyond retail outlets. The company has initiated registration processes in 23 more states and union territories, including Punjab, Pondicherry, Rajasthan, and Chandigarh, as part of its ambitious national expansion strategy. This move aims to tap into diverse consumer bases across India, from metropolitan hubs to smaller cities with growing tastes for premium alcohol.
Moreover, the brand has secured shelf space in duty-free outlets at major Indian airports such as Mumbai, Lucknow, Jaipur, Ahmedabad, Trivandrum, Amritsar, and Mangalore. This strategic placement not only boosts visibility among international travelers but also introduces The GlenJourneys to a global audience, opening doors for future export opportunities. The inclusion of premium whisky in duty-free shopping is a significant step, considering the increasing popularity of Indian-made spirits among global consumers and the rising trend of whisky tourism in India.
Celebrity Endorsement and Consumer Appeal
Ajay Devgn’s involvement goes beyond mere branding; his personal endorsement lends authenticity and star power to The GlenJourneys. The actor expressed his pride in the brand’s growth, stating, “The GlenJourneys is rooted in time-honoured Scotch traditions and character. The encouraging response from Indian consumers is truly gratifying. Watching the brand grow steadily while earning international recognition gives us every reason to celebrate.”
Devgn’s active participation in shaping the brand’s identity highlights a broader trend in Bollywood’s influence on consumer markets. Celebrity-backed alcohol brands are increasingly gaining popularity, leveraging star power to appeal to a broad demographic that values quality, exclusivity, and association with their favorite stars. The success of The GlenJourneys demonstrates how Bollywood continues to influence lifestyle choices, including premium spirits, in India’s rapidly evolving market.
The Future Outlook: Export Plans and Industry Insights
Buoyed by early success, the company behind The GlenJourneys is now contemplating export plans, aiming to introduce its premium whisky to international markets. Industry analysts observe that celebrity-driven premium alcohol brands are experiencing a surge in popularity in India, particularly within the single-malt segment, which has seen exponential growth over recent years. This segment appeals to a niche but expanding demographic of urban professionals and connoisseurs seeking sophisticated taste experiences.
With India’s spirits market valued at over Rs. 3 lakh crore and a growing inclination toward premium and craft beverages, brands like The GlenJourneys are well-positioned to capitalize on this trend. The combination of Bollywood glamour, authentic Scotch heritage, and strategic distribution channels offers a compelling value proposition for consumers seeking luxury and quality.
Ajay Devgn’s Expanding Portfolio and Bollywood’s Influence on Lifestyle
Apart from his entrepreneurial ventures, Ajay Devgn remains one of Bollywood’s most versatile actors, with a diverse portfolio of critically acclaimed films. Currently, he is preparing for the release of Drishyam 3, the much-anticipated third installment of his successful thriller franchise. Additionally, Devgn is reportedly involved in developing sequels for popular comedy franchises such as Golmaal and Dhamaal, reaffirming his status as a leading figure in Bollywood’s entertainment landscape.
His foray into the spirits industry through The GlenJourneys exemplifies how Bollywood celebrities are increasingly leveraging their fame to diversify their brand portfolios, influencing consumer preferences beyond cinema. This trend signifies a new era where Bollywood’s influence extends into lifestyle, fashion, and now, premium alcoholic beverages, shaping consumer culture in India and beyond.
Conclusion: A New Chapter in India’s Premium Spirits Market
The impressive early performance of The GlenJourneys showcases the potential of celebrity-backed brands in India’s premium whisky segment. With strategic expansion plans, international ambitions, and the backing of Bollywood’s star power, Ajay Devgn’s venture is poised to redefine the landscape of luxury spirits in India. As consumer preferences continue to shift toward quality and exclusivity, brands like The GlenJourneys are likely to play a pivotal role in shaping the future of India’s vibrant and rapidly growing spirits industry.
In a market where tradition meets modernity, Bollywood’s influence remains a powerful catalyst, enabling brands like The GlenJourneys to carve out a distinctive niche. Whether as a celebratory drink or a symbol of status, premium whisky from Bollywood’s favorite stars is set to become an integral part of India’s evolving lifestyle and consumer aspirations.
