Ajay Devgn forays into luxury spirits

Bollywood actor Ajay Devgn has officially entered the global luxury spirits segment with the launch of his debut premium whisky, The GlenJourneys Pioneer Edition—a 21-year-old Highland single malt scotch. Developed in partnership with Cartel Bros, the limited-edition release was unveiled on Wednesday at a glittering event in Mumbai.

Devgn’s foray follows that of fellow actor Sanjay Dutt, who previously collaborated with Cartel Bros on their flagship brand, The Glenwalk. With this new venture, Devgn aims to appeal to discerning whisky enthusiasts in India and abroad.

This exclusive single malt, limited to just 600 bottles, has been aged in hand-selected American oak barrels and finished in oak casks featuring intricate inlay detailing. It offers notes of velvety vanilla and ripe fruit, culminating in a silky, layered and luxuriously mellow profile.

Speaking at the launch, Devgn remarked, “Bringing The GlenJourneys 21-year-old Highland single malt to life has been a journey of passion and precision. Every detail reflects our commitment to craftsmanship and excellence.”

Bottled at a robust 48 percent ABV, The Pioneer Edition is available via global travel retail channels. In India, it is priced between ₹50,000 and ₹60,000.

Looking ahead, the company has announced plans for a Cask Series in August 2025. This forthcoming range will feature three non-age-statement expressions—Rum Cask, Bourbon Cask, and Sherry Cask—expected to be priced between ₹7,500 and ₹9,000. Initially, these will be made available through select travel retail outlets worldwide.