Bollywood actor Ajay Devgn has added another success story to his expanding portfolio, this time in the premium whisky business. His co-owned single malt whisky brand, The GlenJourneys, has reported a remarkable turnover of over ₹4 crore within just four months of its launch, signaling a promising start in India’s competitive luxury spirits market.
Strong Debut with Impressive Sales Numbers
Launched in October 2025, The GlenJourneys has already sold more than 8,622 bottles and achieved a total turnover of ₹4.14 crore, according to an official statement from the brand. This rapid growth demonstrates rising consumer interest in premium single malt whisky products, particularly those associated with trusted celebrity names and international-quality production standards.
The brand has quickly expanded its footprint and is now available in 437 retail outlets across six Indian states. It initially debuted in Maharashtra and later entered markets such as Goa, Uttarakhand, Uttar Pradesh, Delhi, and Haryana. This expansion reflects the growing demand for luxury spirits beyond metro cities and into emerging premium consumption markets.
Wider Distribution and Airport Presence
The GlenJourneys has also strengthened its visibility through strategic placement in duty-free outlets at major Indian airports, including Mumbai, Lucknow, Jaipur, Ahmedabad, Trivandrum, Amritsar, and Mangalore. This move positions the brand among global competitors and targets international travellers seeking premium Indian whisky experiences.
Additionally, the company has applied for registrations in 23 more states and union territories, indicating aggressive plans to achieve nationwide availability.
Global Expansion and New Variant Plans
Beyond domestic growth, The GlenJourneys is preparing to enter international markets. The brand has already secured export orders to Dubai, including 900 bottles of its Cask Series and 150 bottles of its 21-Year-Old expression. Plans are also underway to expand into markets such as the United States and Canada.
To further diversify its portfolio, the company is set to launch a new smoky variant in June 2026, targeting whisky enthusiasts who prefer bold and complex flavour profiles.
Ajay Devgn’s Vision Behind the Brand
Expressing his enthusiasm, Ajay Devgn highlighted that The GlenJourneys draws inspiration from traditional Scotch-making techniques while connecting with Indian consumers. He noted that the encouraging market response reflects growing appreciation for premium whisky and expressed optimism about sustained growth and global recognition.
Celebrity Entrepreneurship on the Rise
The success of The GlenJourneys underscores a growing trend of Bollywood celebrities diversifying into entrepreneurship. With strong branding, premium positioning, and expanding global ambitions, Ajay Devgn’s whisky venture appears poised to become a significant player in the luxury spirits segment.
As The GlenJourneys continues to expand its reach and product offerings, its early success suggests that celebrity-driven premium brands are gaining strong traction among India’s evolving, quality-conscious consumers.
By – Sonali