Restaurant India News: Ajay Devgn-Backed The GlenJourneys Debuts in India’s Premium Whisky Market

India’s premium spirits segment is entering a new phase with The GlenJourneys, a luxury single malt brand co-founded by actor and entrepreneur Ajay Devgn along with Cartel Bros, making its entry into the domestic retail market. The brand officially launches its Cask Series in India, marking a strategic step to capture a significant share of the country’s expanding single malt segment.

After its international debut through select duty-free stores with the Pioneer Edition—a 21-year-old Highland single malt priced at Rs 50,000—The GlenJourneys is now bringing its offering to Indian consumers at a price point of Rs 6409. With this launch, the company aims to secure 20 percent of India’s luxury single malt segment within the next two years. The segment itself is growing at approximately 7 percent year-on-year.

Produced in the Scottish Highlands, The GlenJourneys is built around a core philosophy of craftsmanship and heritage. Its latest Cask Series, finished in Rum, Bourbon, and Sherry casks, has been developed specifically for the Indian market, reflecting both global whisky expertise and local consumer preferences. The brand’s Pioneer Edition, limited to 600 bottles worldwide, helped establish its position in the global luxury whisky space. The new series is positioned to continue that momentum within India.

Maharashtra will be the first state to launch the Cask Series, with the company targeting 10,000 cases by the end of the current financial year. Rollouts in Haryana, Uttar Pradesh, Goa, and Chandigarh will follow in November 2025, with other markets slated for early 2026.

Mokksh Sani, Founder, Living Liquidz, Mansionz, and Co-founder of Cartel Bros, said, “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 on the palate, setting it apart from the conventional single malts that simply line the shelf.”

Ajay Devgn, Co-Founder, The GlenJourneys, added, “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.”

The launch also aligns with Cartel Bros’ growing portfolio in the premium spirits category. The company’s The Glenwalk Scotch Whisky recently earned a Gold Medal at the Spirits Selection Awards in Mexico and was named Best Single Malt Scotch Whisky at the India Wines & Spirits Awards 2025.

Driven by the leadership of Mokksh Sani, Jitin Merani, Rohan Nihalani, and Manish Sani, The GlenJourneys aims to bridge traditional whisky-making with contemporary Indian demand. The Cask Series will be available in premium retail outlets in Mumbai starting October 2025, with a phased rollout to other metros in subsequent months.

As Cartel Bros scales its presence, The GlenJourneys is positioned to become a key player in India’s ultra-premium whisky segment, setting benchmarks for market penetration, craftsmanship, and product innovation.