Ajay Devgn, one of India’s most celebrated actors and producers, has stepped into the world of premium spirits with the launch of his whisky brand GlenJourneys. After a successful test debut in Dubai earlier this year, the brand is now officially available in India and is poised to make a strong impact in the country’s booming single malt market.

GlenJourneys The Story Behind The Spirit

Co-founded with beverage entrepreneur Moksh Sani and developed in collaboration with Cartel Bros, GlenJourneys has been designed for the evolving Indian palate. Its first release, the Pioneer Edition, is a 21-year-old Highland single malt Scotch priced between ₹7,500 and ₹9,000. Alongside it, the new Cask Series offers whiskies matured in rum, bourbon, and sherry casks, retailing at ₹6,409 across select Mumbai outlets.

Devgn revealed that GlenJourneys was born out of years of tasting, learning, and experimenting with unique cask finishes sourced from Scotland. Blending tradition with innovation, the brand promises to deliver a smooth, complex profile that reflects both global standards and Indian preferences.

Market Strategy And Expansion Plans

Maharashtra will be the first state to experience GlenJourneys, with plans to expand into Haryana, Uttar Pradesh, Goa, and Chandigarh by November 2025. The brand aims to sell over 10,000 cases in Maharashtra by the end of FY2026 and capture 20 percent of India’s single malt segment within two years.

The initial Dubai release, limited to 600 bottles, sold out in record time, validating the brand’s international appeal. With India’s alcohol market projected to touch $175 billion by 2033 and single malt consumption growing at over 7 percent annually, GlenJourneys enters the industry at a time of massive opportunity.

Ajay Devgn The Entrepreneur Behind The Brand

While Ajay Devgn is best known for his cinematic legacy, he has also built a formidable reputation as a businessman. His ventures span across entertainment, technology, hospitality, and renewable energy, showcasing his versatility beyond the big screen.

He owns NY Cinemas, a fast-expanding multiplex chain that brings modern movie experiences to tier two and three cities. His production house Ajay Devgn FFilms has delivered acclaimed blockbusters like Tanhaji, Shivaay, and Runway 34, while NY VFXWaala has become one of India’s top visual effects studios.

Devgn’s portfolio also includes Prismix, an AI-driven media startup, Platinum Vineyard Resort in Nashik, real estate holdings across Mumbai and London, and significant investments in renewable projects like the Charanaka Solar Park in Gujarat. With an estimated net worth of ₹600–700 crore, Devgn continues to expand his influence across industries.

The Rise Of Celebrity Spirits In India

GlenJourneys joins the growing wave of celebrity-led liquor brands redefining India’s premium alcohol scene. From Shah Rukh Khan and Aryan Khan’s D’YAVOL Spirits to Sanjay Dutt’s The Glenwalk and Ranveer Singh’s Maestro, luxury spirits are becoming a preferred avenue for stars to extend their personal brands.

With authenticity, innovation, and storytelling at its core, GlenJourneys reflects Ajay Devgn’s commitment to craft and credibility. It combines the elegance of a Highland malt with a bold Indian identity, positioning itself as a game-changer in the country’s evolving whisky culture.

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