Sanjay Dutt's The Glenwalk: Affordable Scottish Luxury

Launched in June 2023 in partnership with Cartel Bros, The Glenwalk represents Bollywood icon Sanjay Dutt's foray into the premium spirits industry. The brand has achieved extraordinary commercial success, selling over 600,000 bottles in the first seven months of FY2025 and reaching 1.4 million bottles by mid-2025. This remarkable performance generated over ₹15 crores in revenue within just 45 days of its December 2024 launch, with 300,000 units of 200ml bottles sold at ₹500 per unit in Maharashtra alone.

The brand's rapid expansion is strategically orchestrated, with Maharashtra contributing 45% of sales, followed by Haryana at 25% and Uttar Pradesh at 20%. Currently available in Maharashtra, Haryana, Goa, Daman and Diu, Delhi, Punjab, Chandigarh, Uttar Pradesh, Uttarakhand, and Madhya Pradesh, The Glenwalk plans to expand to 18 states and five countries, targeting a 500% increase in sales.

Product Specifications and Pricing

The Glenwalk is a blended Scotch whisky positioned in the "mass premium" category, offering Scottish authenticity at accessible price points in India. The brand is available in multiple formats:

1. 750ml bottle: ₹1,550 - ₹1,670 (varies by state)
2. 200ml nip: ₹500
3. 1-liter bottles: Introduced in October 2024
4. ABV: 40% (80 proof)

This pricing strategy positions The Glenwalk between mass-market Indian whiskies and expensive imported single malts, making authentic Scotch accessible to aspirational Indian consumers.

Production and Craftsmanship

The Glenwalk is crafted in Scotland using traditional production methods, blending fine malt and grain Scotch whiskies matured in various traditional oak casks for a minimum of three years. Manufactured and bottled at Aceo Ltd in the UK, the whisky follows conventional Scotch production: malted barley is soaked in water and allowed to germinate until sugars are released, then fermented to create the blend.

Tasting Notes and Flavor Profile

The Glenwalk delivers a smooth, approachable profile tailored to Indian palates, which favor slightly sweeter whisky profiles:

Visual: Striking deep brown color, clinging warmly to the glass

Nose: Elegant and precise aromas featuring sweet caramel mixed with flapjack and treacle, with hints of oak, vanilla, and mild fruit

Palate: Smooth entry with powerful yet complex flavors; buttery texture with caramel sweetness, hints of fruit, warming spices, and mild smokiness; the delicate balance creates a rich flavor profile without overwhelming the drinker

Finish: Perfect, long-lasting finish with lingering buttery notes; the spiciness emerges more prominently during sipping, with the blend continuing to linger in the throat and palate; no burn despite the 40% ABV, which feels more potent than its stated strength.

The whisky is specifically crafted to complement Indian cuisine, pairing exceptionally well with spicy tandoori dishes and rich biryanis. The company also promotes The Glenwalk as a mixer, with various cocktail recipes available on their website, following industry trends established by brands like Johnnie Walker Blonde.​

Market Recognition and Awards

The Glenwalk has garnered significant recognition in the spirits industry:

1. Most Disruptive Brand of the Year award
2. Multiple accolades at global and domestic spirits competitions
3. Recognition for quality and value proposition

Strategic Positioning and Brand Philosophy

Sanjay Dutt himself emphasizes that The Glenwalk represents more than just luxury—it symbolizes personal growth, overcoming challenges, and relentless ambition, mirroring his own life journey. The brand's philosophy centers on making premium Scotch accessible while maintaining quality standards that compete with the world's finest whiskies.

The brand's success is attributed to its unique value proposition of premium quality at an affordable price, supported by strategic marketing and robust distribution networks. Looking ahead, The Glenwalk aims for aggressive expansion with plans to quadruple sales through new product formats and international market penetration.