Experiencing a meteoric rise in demand and strategically pricing itself, The Glenwalk Scotch Whisky is rewriting the rules of the Indian whisky market. Launched in June 2023 with Sanjay Dutt as its brand partner, The Glenwalk has tapped into the expertise of Cartel Bros, led by co-founders Mokksh Sani, Jitin Merani, Rohan Nihalani, Manish Sani, and their Chief Business Officer Neeraj Singh, to achieve phenomenal success. Crafted by one of the world’s leading Scotch whisky manufacturers from Scotland, it sets new standards for excellence and innovation.
The Glenwalk accomplished an impressive feat by selling out its initial inventory of 1,20,000 bottles in just four months—exceeding projections by a remarkable 4X. This outstanding accomplishment, covering Mumbai, Thane, and Pune, resulted in an 18% market share capture within its category in Maharashtra within the first three months alone, firmly establishing The Glenwalk as one of India’s fastest-growing whisky brands. With ambitious targets set, the brand aims to sell 28 lakh bottles in the upcoming financial year, reflecting its confident expansion plans.
Recognizing a gap in the market for high-quality yet budget-friendly Scotch whisky, the Cartel Bros team embarked on a daring venture. They unveiled a distinctive blend crafted from the finest Scotch malts and grains, matured for three years, and strategically priced to rival premium Indian whiskeys. This proposition of value has struck a chord with consumers, fueling remarkable sales figures and fostering brand loyalty.
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“The rapid expansion of The Glenwalk highlights the significant opportunity for premium yet accessible Scotch whisky in the Indian market. We firmly believe that our strategic expansion initiatives will cement The Glenwalk’s status as a key player in the industry,” affirms Mokksh Sani, Founder of Living Liquidz, Mansionz, and co-founder of The Glenwalk.
The Glenwalk, with a well-defined national expansion strategy, is well-positioned to expand its presence throughout India. The brand is rapidly expanding its reach, with plans to cover all major cities in Maharashtra by the end of March 2024, up from its initial launch cities of Mumbai, Pune, and Delhi. In the coming months, prospective growth areas include Haryana, Punjab, Chandigarh, Uttar Pradesh, Karnataka, and Telangana. To accommodate various consumer preferences, the brand has also introduced festive edition packs and expanded its product line with 350ml and 1-liter bottle sizes.
“We’re delighted by the fantastic response to The Glenwalk. Consumers value our emphasis on quality and affordability. Our dedication lies in crafting a robust brand that resonates with whisky enthusiasts throughout India,” said Jitin Merani, Founder of Drinq Bar Academy and co-founder of The Glenwalk.
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The Glenwalk’s outstanding product quality has been acknowledged with a Gold Medal victory at the esteemed Prowine 2023 Spirits Competition (blind tasting format). Its deep, lustrous hue and alluring aroma of treacle, flapjack, and sweet caramel captivate the senses, while its sumptuous mouthfeel and lingering notes of fruit and spice create a lasting impact. Remarkably, The Glenwalk distinguishes itself as the sole affordable Scotch whisky choice in the Indian market, presenting consumers with a genuinely distinctive and valuable offering.
The Glenwalk Scotch Whisky transcends being merely a drink; it represents a paradigm shift in the Indian whisky market. By delivering premium quality at an affordable price point, The Glenwalk inspires the aspirations of a new generation of whisky enthusiasts and is strategically poised for further nationwide expansion.
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