Ajay Devgn Launches Premium Whisky GlenJourneys
Bollywood superstar Ajay Devgn has made a significant entry into the global alcohol market with his new premium single malt whisky, GlenJourneys. Priced at Rs. 50,000, this 21-year-old whisky marks Devgn’s partnership with Cartel Bros, a company known for its acclaimed Glenwalk brand. In a recent interview, he shared insights about his personal journey with alcohol and the rising popularity of Indian single malts on the international stage.
Devgn’s Journey into the Whisky Business
Ajay Devgn, celebrated for his versatile roles in films like Drishyam, has transitioned from actor to entrepreneur by investing in Cartel Bros. This partnership has birthed GlenJourneys, a premium whisky that reflects his refined taste and appreciation for quality spirits. In an interview with CNBC-TV18, Devgn opened up about his past relationship with alcohol, admitting he once had a reputation as a heavy drinker. “I’ve enjoyed drinking good alcohol ever since I was legally qualified to drink,” he stated, highlighting his long-standing passion for fine spirits.
However, a pivotal moment in his life came when he decided to quit drinking altogether after a wellness retreat. “I went to a wellness spa, and since then, I didn’t feel like drinking at all,” he recalled. After a year of sobriety, Devgn began to explore more sophisticated options and developed a newfound appreciation for single malts. “Now, I only have two small drinks a day. The bold flavour of the malt is something I love,” he shared, indicating a balanced approach to his enjoyment of whisky.
Exclusive Launch and Limited Availability
The inaugural release of GlenJourneys is limited to just 1,200 bottles, which will be distributed in two phases. These bottles will be available exclusively through travel retail channels in India and internationally. Devgn emphasized that the focus is not merely on pricing but on delivering a high-quality product for discerning consumers. With a price range of Rs. 50,000–60,000 in India and around Rs. 30,000 globally, GlenJourneys is positioned as a premium, limited-edition whisky aimed at connoisseurs.
The growing global recognition of Indian single malts has created an opportune moment for Devgn’s entry into the whisky industry. He noted, “I’m more of a fashion guy, but when I met my partner Moksh Sani and tasted the whisky, I was hooked. That’s when we decided to create something together.” This collaboration has culminated in the launch of GlenJourneys, which aims to capture the essence of quality craftsmanship in whisky production.
Aspirations for Global Expansion
Looking to the future, Ajay Devgn has ambitious plans for GlenJourneys. He expressed a desire to take the brand worldwide, with the next release anticipated in August. This upcoming release will feature whisky aged in cask finishes, with plans for older expressions in the pipeline. Devgn believes that travel retail will play a crucial role in establishing GlenJourneys as a global brand. “Brands are built in travel retail, and once you see our product on shelves at airports or duty-free shops, that’s when people really take notice,” he stated confidently.
With his foray into the whisky business, Ajay Devgn is not only diversifying his career but also contributing to the growing prestige of Indian spirits on the world stage. As GlenJourneys prepares for its global debut, the excitement surrounding this premium whisky continues to build.
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