New Delhi – April 11:
In a high-profile move that merges Bollywood with the world of fine spirits, Cartel Bros has announced the launch of its most ambitious product yet—‘The Glenjourneys’, a 21-year-old limited-edition single malt whisky. Making the debut even more notable is the entry of acclaimed actor and filmmaker Ajay Devgan as an investor and co-owner of the brand.
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The announcement was made public by Neeraj Singh, Chief Business Officer at Cartel Bros, via LinkedIn, where he called the moment “exciting” and emphasized the craftsmanship behind the whisky. Only 600 bottles of ‘The Glenjourneys’ will be available globally, signaling an ultra-premium positioning aimed at discerning whisky enthusiasts and collectors.
This collaboration is more than just a celebrity endorsement. Devgan, known for his sharp business acumen and previous ventures in the beverage space, will play an active role in shaping the future of the brand. His involvement is expected to strengthen the brand’s visibility and credibility, especially in a market where heritage and storytelling matter as much as taste.
The Pioneer Edition, as it’s called, has been in the making for over two decades and represents Cartel Bros’ vision to produce homegrown luxury spirits with international appeal. According to insiders, the brand has focused heavily on quality, aging, and craftsmanship to deliver a bottle that tells a story—one of patience, refinement, and ambition.
With this launch, Cartel Bros enters an elite circle of Indian whisky makers exploring the high-end, small-batch single malt category. And with Devgan on board, the journey is just beginning. More launches and expansions are expected in the coming months as the team builds on the momentum.
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For now, whisky lovers can raise a glass to a new name in Indian luxury spirits—‘The Glenjourneys’.
