Ajay Devgn has captivated fans with extraordinary performances over the years, and now he is making headlines for an entirely new venture. Partnering with Cartel Bros, Devgn has launched GlenJourneys—a sophisticated 21-year-old single malt whisky priced at Rs. 50,000. This move marks his remarkable debut in the global alcohol beverage arena.
In a candid conversation with CNBC-TV18, Ajay Devgn talked about his personal journey with alcohol and the increasing global recognition of Indian single malts. This partnership with Cartel Bros not only sees him as an investor but also as an integral part of the GlenJourneys brand. Reflecting on his past reputation for heavy drinking, Devgn shared, “I’ve enjoyed drinking good alcohol ever since I was legally qualified to drink.”
Devgn underwent a transformative experience at a wellness spa, which inspired him to give up alcohol entirely for a time. “I didn’t feel like drinking at all,” he recalled. However, his appreciation for refined spirits eventually led him back to single malts. “Now, I only have two small drinks a day. The bold flavour of the malt is something I love,” he revealed.
GlenJourneys debuts with only 1,200 bottles, released in two phases, available exclusively through travel retail in India and abroad. Devgn emphasized that GlenJourneys isn’t about the price but rather about delivering a quality product for those who cherish craftsmanship. While priced at Rs. 50,000 to Rs. 60,000 in India and around Rs. 30,000 globally, this limited-edition offering is aimed at whisky aficionados.
Indian single malts are enjoying global accolades and honors at prestigious international awards, which presented a golden opportunity for Ajay Devgn to step into the whisky sphere. He reminisced, “I’m more of a fashion guy, but when I met my partner in the form of Moksh Sani and tasted the whisky, I was hooked.” This encounter sparked the idea that led to GlenJourneys.
Looking towards the future, Devgn envisions taking GlenJourneys worldwide. “We want to take GlenJourneys worldwide,” he asserted. With the next whisky release expected in August, featuring cask-aged finishes and older expressions, the ambition is to establish GlenJourneys as a global name with travel retail being a strategic distribution channel.
Ajay Devgn explained, “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.” This insight highlights the scope and ambition of his latest project, reflecting his commitment to making a mark in the competitive world of premium whisky. As GlenJourneys sets its sights on the global stage, the launch stands not just as a business milestone for Ajay Devgn, but as a beacon for Indian single malts poised to influence discerning palates worldwide.
