Ajay Devgn's The GlenJourneys: Ultra-Premium Cask-Finished Excellence

In April 2025, Bollywood superstar Ajay Devgn partnered with luxury spirits house Cartel Bros to launch The GlenJourneys, marking his entry into India's burgeoning luxury whisky market. The brand distinguishes itself through a two-tiered strategy: an ultra-exclusive Pioneer Edition and a more accessible Cask Series designed specifically for Indian consumers.

The GlenJourneys targets capturing 20% of India's rapidly expanding luxury single malt segment within two years, in an industry currently growing at 7% annually. This ambitious goal positions the brand in a niche but lucrative market segment valued at approximately 515,000 cases, comprising 315,000 imported Scotch malts and 200,000 Indian single malts.

Product Portfolio and Pricing Strategy

Pioneer Edition: Limited Luxury

The Pioneer Edition represents the brand's flagship ultra-premium offering:​

1. Age: 21-year-old Highland single malt
2. Price: ₹50,000 - ₹60,000 per bottle
3. Production: Only 600 bottles were released globally
4. ABV: 48% (robust strength)
5. Packaging: Elegantly crafted oak-finished cask with intricate inlay detailing
6. Availability: Select international travel retail channels (initially launched in the UAE duty-free)

This limited release showcases exceptional craftsmanship, aged exclusively in hand-selected American oak barrels. The Pioneer Edition opens with velvety vanilla sweetness and ripe fruit notes, transitioning into a silky, multi-layered, luxuriously smooth palate, concluding with subtle whispers of smoke reminiscent of untamed wilderness.

Cask Series: Accessible Premium Innovation

The Cask Series, launched for the Indian retail market in October 2025, represents The GlenJourneys' strategic entry into the accessible premium segment:

1. Price: ₹6,409 per bottle (750ml)
2. Target: 10,000 cases in Maharashtra by end of FY2025
3. Variants: Three cask-finished expressions
4. Availability: Initially Mumbai, expanding to Haryana, Uttar Pradesh, Goa, and Chandigarh in November 2025

What makes the Cask Series distinctive is that no other brand in India currently offers regular, year-round cask-finished single malt expressions—most competitors only produce one-off or limited-edition cask releases. The series includes:

1. Bourbon Cask Finish (₹7,500 - ₹9,000)

Visual: Golden hue with brilliant clarity

Nose: Rich malty aroma layered with vanilla sweetness and hints of summer berries

Palate: Deep, creamy toffee character

Finish: Long, sweet finish

2. Rum Cask Finish (₹7,500 - ₹9,000)

Profile: Rounded and mellow

Characteristics: Biscuity sweetness, fresh fruit notes, subtle caramelized fruit tones that linger on the palate

3. Sherry Cask Finish (₹7,500 - ₹9,000)

Profile: Rich and spicy

Characteristics: Notes of dried fruits, cinnamon sticks, raisins, apricots, and oak; profile deepens with a splash of water to release classic sherry-cask flavors; ripe fruit and gentle spice adding warmth and depth

Craftsmanship and Production Philosophy

Crafted in the Scottish Highlands, The GlenJourneys blends traditional aging techniques with innovative finishes designed to appeal to both seasoned collectors and younger whisky enthusiasts. The whisky is sourced from different independent distilleries and aged in specially selected casks chosen by the founders.

Mokksh Sani, Co-founder of Cartel Bros, articulates the brand philosophy: "Age refines a whisky, but a great cask defines it. Twelve years may give you a beautifully matured spirit, but a fine cask finish transforms it—it's not just apple, it's apple plus. Each expression in The GlenJourneys Cask Series reveals its own distinctive character".

The cask selection process is particularly strategic for the Indian market. "In India, we consume a lot of rum and red wine. Hence, we've selected these casks to create a flavor profile that resonates with the Indian palate," explains Sani. This thoughtful approach differentiates The GlenJourneys from conventional single malts and positions it as a brand that understands local preferences while maintaining global quality standards.

Market Strategy and Expansion Plans

Ajay Devgn himself is deeply involved in the brand's strategic direction. "Globally, whisky lovers are chasing cask-finished malts for the craftsmanship they embody—where tradition meets innovation, and patience meets precision. The GlenJourneys elevates that pursuit with a Cask Series that's been thoughtfully curated, where every finish reveals the quiet power of time, wood, and artistry," he states.

The brand's global expansion began with the UAE duty-free debut—strategically chosen because "UAE Duty Free is the world's biggest. We wanted to start from the biggest," Devgn explained. After testing internationally with nearly sold-out results, the brand launched in India with both the Cask Series and the 21-year-old Pioneer Edition. Next markets include Europe and Asia, with a goal of global presence.

Previous Collaboration Success

Before The GlenJourneys, Cartel Bros collaborated with Sanjay Dutt on The Glenwalk, which demonstrated the business model's viability by selling 300,000 units of 200ml bottles within just 45 days. This prior success provided valuable insights and distribution networks for The GlenJourneys launch.

Personal Connection and Brand Authenticity

Ajay Devgn's personal journey with whisky adds authenticity to the brand. A self-described vodka drinker for years, Devgn transitioned to exploring single malts after a wellness spa visit where he quit drinking entirely for one year. "I didn't feel like drinking at all," he shared. "Now, I only have two small drinks a day. The bold flavor of the malt is something I love”.

The turning point came during a visit to Scotland, where Devgn met Mokksh Sani of Cartel Bros. "I was hooked," Devgn admitted after tasting the whisky, calling himself "a fashion guy" drawn to both quality and aesthetic appeal.

Innovation in Indian Whisky Culture

The GlenJourneys positions itself at the intersection of tradition and innovation, catering to India's evolving luxury consumer base. By making cask-finishing a defining brand identity rather than a limited-edition novelty, The GlenJourneys creates a distinctive market position. The brand appeals to consumers seeking experiences that combine heritage with modern sophistication, reflecting the premiumization trend reshaping India's alcohol consumption patterns.