In 2022, Aryan Khan, the elder son of Bollywood’s Shah Rukh Khan, co-founded D’YAVOL, a luxury venture under Slab Ventures. Its inaugural spirits product — D’YAVOL Single Estate Vodka (often referred to as aryan khan vodka or d’yavol vodka) — was launched in late 2022 in collaboration with Anheuser‑Busch InBev. Positioned as a premium, single‑estate spirit, the vodka aims to combine provenance, craftsmanship, and cinematic storytelling powered by the “Shahrukh Khan son brand” association.
Brand Genesis & Vision
Founded by Aryan Khan along with Leti Blagoeva and Bunty Singh via Slab Ventures in 2022, D’YAVOL was conceived as a global luxury collective spanning spirits, streetwear (D’YAVOL X), and lifestyle experiences.
A significant part of the brand identity relies on the storytelling around Aryan’s heritage as the Shah Rukh Khan son brand, lending immediate visibility and prestige. D’YAVOL’s ethos is rooted in a “born‑in‑origin” philosophy, sourcing ingredients from single estates – wheat fields in Poland for vodka, rare malts in Scotland for whisky – and combining traditional techniques with a bold, modern aesthetic.
D’YAVOL Single Estate Vodka: Product Profile
- Origin & Craft: Distilled in Poland from 100% winter wheat grown on a single estate, this vodka stands out by using real black pearls from Tahiti during filtration – branding it as the only vodka in the world using this luxury filter process.
- Sensory Experience: Known for a velvety, smooth texture and subtle sweetness, the vodka delivers a rich mouthfeel and a lingering, balanced finish.
- Packaging & Pricing: Bottled in sleek minimalist 750 ml glass, the vodka is priced around ₹5,000 in India (~USD 60–65 including taxes), one of the more premium vodkas available in the Indian market.
Recognition & Awards
These prestigious awards collectively validate the standing of D’YAVOL as a serious ultra‑premium contender.
Expansion & Market Presence
- Initial Markets: Following a domestic rollout in India, D’YAVOL expanded into Australia and the UAE, with a UK debut previewed at London Cocktail Week 2024, where the brand introduced the Silkroad Martini, a signature cocktail blending vodka, Scotch, elderflower, star anise, and rosemary.
- Upcoming Plans: Global expansion plans include launching in the USA and broader European markets in 2025, accompanied by specialist cocktail activations and luxury collaborations.
Beyond Vodka: The D’YAVOL Spirits Ecosystem
While vodka was D’YAVOL’s first offering, the brand’s spirits portfolio has since expanded:
- D’YAVOL Inception: a blended malt Scotch whisky made from eight rare single malts aged up to 12 years; awarded “Best Overall Scotch” and “Best of Class Blended Malt Scotch Whisky” at the New York World Spirits Competition 2024.
- D’YAVOL Inception was later awarded Gold (95 points) at the Berlin International Spirits Competition 2025 – judged exclusively by European sommeliers and beverage directors.
- D’YAVOL Vortex: another blended Scotch in the portfolio with strong flavor. Both whiskies also collected gold medals across global competitions in 2024–25.
Branding, Story & Market Strategy
- Celebrity‑heritage branding: As the “Shahrukh Khan son brand,” D’YAVOL benefits from cinematic storytelling and built‑in media traction. Aryan actively participates in creative direction, collaborating with his father on D’YAVOL X campaigns & visuals.
- Lifestyle integration: Leveraging streetwear (D’YAVOL X), spirits, and exclusive events like high‑profile bar launches, the brand employs surrogate marketing (e.g. fashion line used to generate buzz for vodka) due to Indian advertising regulations on alcohol.
- Limited editions & future verticals: Plans include high‑end accessories, seasonal drops in streetwear, and a potential añejo tequila launch in 2025.
Summing Up
By merging cinematic heritage, global awards, and a commitment to craft, Aryan Khan’s vodka venture – the Shah Rukh Khan son brand D’YAVOL – has evolved into a symbol of ultra‑premium innovation in the beverage world. As of mid‑2025, the brand continues its upward trajectory, extending beyond vodka into a refined ecosystem of spirits and lifestyle offerings. For enthusiasts of premium vodka, especially d’yavol vodka, this marks a notable milestone in Indian luxury brand-making.
