Ajay Devgn becomes investor and partner in Cartel Bros’ GlenJourneys, a single malt whisky priced at Rs. 50,000 : Bollywood News
The actors of Bollywood Shah Rukh Khan and Sanjay Dutt recently ventured in the alcohol sector, and now Ajay Devgn has joined the league with an impressive start in the global Alcubev space. He presented a 21 -year -old single Malt named Glenjourneys, at Rs. 50,000. Known for his various roles over the years, Ajay is now also an investor in Cartel Bros – The company behind the Glenwalk acclaimed by Le Monde, launched last year in collaboration with Sanjay Dutt.
Ajay Devgn becomes an investor and partner of Glenjourys de Cartel Bros, a unique malt whiskey at the price of Rs. 50,000
In an open conversation with CNBC-TV18, the Bollywood star discussed his personal journey with alcohol, international renown for Indian singles and his latest move in the whiskey industry.
Ajay Devgn rose aboard the Bros Cartel as an investor and partner for Glenjourneys. Best known for emblematic roles like Vijay Salgaonkar DrishyamDevGN frankly shared that he had once the reputation of being a big drinker. “I liked drinking good alcohol since I was legally qualified to drink,” he admitted.
Devgn has experienced a turning point when he chose to completely give up alcohol. “I went to a well-being spa, and since then I didn’t want to drink,” he recalls. After staying sober for a year, he gradually started exploring more refined spirits and developed an appreciation for singles. “Now, I have only two small drinks a day. The daring flavor of the malt is something I love,” he said.
The first version of the brand includes only 1,200 bottles, which will be deployed in two phases and sold exclusively in retail in India and internationally. Devgn stressed that the emphasis is not on prices but on the delivery of a high quality niche product for those who appreciate crafts. With a price of Rs. 50,000 to 60,000 in India and around Rs. 30,000 worldwide, Glenjourneys aims for connoisseurs as a limited edition whiskey.
Indian singles have constantly acquired world praise, winning honors during international Awards. This growing demand allowed DEVGN to enter the whiskey space. Ajay recalled: “I am more a fashion guy, but when I met my partner in the form of Moksh Sani and I tasted the whiskey, I was addicted. It was then that we decided to create something together. ” This moment sparked the idea of collaboration, which finally led to the launch of Glenjourneys, a brand of single malt premium whiskey.
For the future, Devgn has ambitious plans for Glenjournys. “We want to take Glenjourneys around the world,” he said. The next version, expected in August, will present aged whiskey in barrels, with older expressions planned for the future. The wider objective is to position Glenjourneys as a global brand, the retail sale of trips serving as a key distribution channel.
Ajay added: “The brands are built in retail sale of trips, and once you see our product on the shelves at airports or rights franchise, it is at this point that people really notice.”
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