India’s alcohol industry is booming, and it’s catching the attention of celebrities from both India and abroad. Big names like Ajay Devgn, Yuvraj Singh, and Kevin Pietersen are the latest to enter the liquor business, launching their own premium brands to tap into the country’s $52.4 billion alco-bev market.
Former cricketer Yuvraj Singh recently introduced his tequila brand FINO in India after launching it in the U.S. “This was a passion project,” said Singh. FINO stands for Failure Is Not an Option and is made from 100% pure blue agave. It’s a low-sugar, low-calorie spirit aimed at health-conscious consumers.
Ajay Devgn, the Bollywood actor, teamed up with luxury spirits company Cartel Bros to launch The GlenJourneys Pioneer Edition — a 21-year-old highland single malt Scotch. Devgn said every aspect of the brand reflects craftsmanship and quality. He has also invested in Cartel Bros, which previously launched The GlenWalk in partnership with actor Sanjay Dutt.
From across the globe, Kevin Pietersen, former England cricketer and IPL mentor, has invested in Indian alco-bev startup Ardent Alcobev. He is the brand ambassador for their new luxury blended Scotch, Dram Bell. Pietersen said he was drawn to Ardent’s vision of creating authentic, high-quality spirits for India’s evolving premium market.
Ardent’s co-founder Debashish Shyam said that Pietersen’s global reach is helping the brand expand. The company is targeting a 1% market share in all its categories within the first year and expects aggressive growth of 50% annually, aiming to break even in three years.
FINO, too, is showing strong potential in the Indian market. While tequila is still a niche category, it’s growing rapidly with a 392% jump from last year. Younger consumers are increasingly opting for spirits that are healthier and contain fewer additives. So far, FINO has entered duty-free markets in India and is seeing strong demand in premium bars in the U.S. as well.
These stars are following in the footsteps of other Indian celebrities like:
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Shah Rukh Khan, co-founder of luxury spirits brand D’yavol
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Danny Denzongpa, founder of Yuksom Breweries
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Rana Daggubati and Anirudh Ravichander, who co-founded tequila brand Loca Loka
On the global stage, celebs like George Clooney, Dwayne Johnson, Nick Jonas, and Drew Barrymore also own their own liquor brands — showing that the connection between stardom and spirits is stronger than ever.
With India’s alco-bev industry rapidly expanding, it’s clear that celebrity-backed liquor brands are not just a trend — they’re becoming a serious part of the business.
