Bollywood’s love for alcohol isn’t something unheard of. Be it catchy, boozy songs or strategic financial investments by actors in alcohol brands, it is certain that Bollywood loves its alcohol. Recently, actors Shah Rukh Khan and Sanjay Dutt invested big in this space and launched their limited edition products. Now, another superstar, actor, producer and director, Ajay Devgn, is joining the bandwagon to launch a limited edition single malt whisky by joining hands with global luxury spirits house Cartel Bros. Here’s all you need to know about this newly-launched limited-edition malt whisky worth INR 50,000!
Ajay Devgn Launches Limited Edition Single Malt Whisky
The ‘Maidaan’ actor is now an investor in the global luxury spirits house Cartel Bros. This is the same team behind the successful Glenwalk, which was recently launched by actor Sanjay Dutt. Devgn launched ‘The Glen Journeys Pioneer Edition’, a limited edition 21-year-old Highland single malt scotch whisky.
After Shah Rukh Khan’s much anticipated D’Yavol and Sanjay Dutt’s Glenwalk Whisky, Ajay Devgn has added one more feather to his cap by joining Khan and Dutt. While the actor has donned several roles, that of a producer, director, and entrepreneur, his latest venture into the world of luxury spirits is certainly noteworthy.
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Highlights Of The Single Malt Whisky Launched By Ajay Devgn
Luxury spirits are all the rage right now, and many actors and entrepreneurs are venturing into this space with limited edition collections. The Glen Journeys Pioneer Edition boasts an alcohol by volume (ABV) of 48%. This premium whisky will be presented in an oak-finished cask with intricate inlay detailing and will be available through select travel retail channels.
The flagship limited edition whisky will see a global launch with only 1,200 units on sale and will be released in two phases, meaning 600 units in the first phase. In India, this premium single malt launched by Ajay Devgn will cost somewhere between a whopping INR 50,000 and INR 60,000! On the other hand, it will cost around INR 30,000 globally. While the global launch is happening now, Indian patrons will get to experience the product in August 2025.
Devgn stated that the emphasis isn’t on pricing but on delivering a high-quality, niche product to patrons who truly appreciate the craftsmanship of this whisky. More details on its cask types, expressions, and tasting notes will be revealed closer to the launch, by the end of August.
Ajay Devgn’s Tryst With Quality Alcohol
Devgn recently stated that he once had a reputation for being a heavy drinker and that he has loved drinking good quality alcohol ever since he was legally permitted to drink. However, he also stated that there was a turning point in his life when he decided to let go of alcohol completely. This is when he had visited a wellness spa, after which he didn’t feel like drinking at all. The actor, years later, began exploring more refined spirits and developed an appreciation for single malts.
He met renowned entrepreneur Moksh Sani, after which the two decided to collaborate on creating a premium single malt whisky. When Devgn tasted the whisky, he was immediately hooked, and this led to the creation of Glen Journeys Pioneer Edition.
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Summing Up
With Ajay Devgn investing in Cartel Bros to launch Glen Journeys Pioneer Edition, it will be interesting to see how the brand forays into the Indian as well as the global market. While the pricing may seem a bit steep, the rise of luxury spirits is only seeing an upward trend, and connoisseurs are willing to pay the price in return for a truly world-class experience. Are you saving up to try this unique single malt whisky?
