Ajay Devgn’s premium whisky brand, The GlenJourneys, has made a strong start, selling over 8,600 bottles and generating around ₹4.14 crore in revenue within just a few months of launch.
While these numbers may seem small compared to mass-market brands, they are impressive for an ultra-premium 21-year-old Scotch, where sales are usually limited but high in value. The brand is clearly focusing on quality and exclusivity rather than volume.
Instead of expanding rapidly, The GlenJourneys is following a controlled rollout strategy. It is currently available in six states—Maharashtra, Goa, Delhi, Uttar Pradesh, Uttarakhand, and Haryana—and plans to enter more markets gradually. This approach helps build a strong premium image before wider distribution.
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The brand is already present in over 400 retail outlets and key airport duty-free stores, targeting high-end urban consumers and international travellers.
Unlike many celebrity-backed liquor brands, this one is not just about star power. Ajay Devgn has been actively involved in shaping the brand’s positioning and premium strategy. The partnership with Cartel Bros, known for their experience in the alco-bev space, has further strengthened its distribution and market reach.
To build credibility among whisky lovers, the brand has also collaborated with Sonal Holland, India’s first Master of Wine, for curated tasting experiences.
Industry experts say the brand’s early success reflects changing preferences among Indian consumers, who are increasingly exploring premium and aged whiskies. The company believes this positive response will continue as the brand grows.
The GlenJourneys has also started its international journey, with export orders already sent to Dubai. Plans are in place to expand into markets like the US and Canada, positioning it as a premium whisky with global appeal. The brand has also won the Superior Taste Award in Brussels, adding to its credibility.
With India’s premium whisky segment growing rapidly, the company is planning to launch a smoky variant in June 2026 to cater to evolving tastes.
Overall, The GlenJourneys’ early performance shows that India’s luxury liquor market is opening up to well-planned, high-quality brands—not just celebrity names.
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