Cartel Bros, the maker of Glenwalk Whisky, is setting ambitious targets for the financial year with a projected turnover of INR 200 crore. SnackFax caught up with Jitin Merani, co-founder of Cartel Bros, to discuss the brand’s growth, new product launches, and expansion strategies.
Glenwalk Whisky, launched in June 2023, has already made significant strides in the market. “We initially launched Glenwalk in Mumbai, Thane, and Pune with 120,000 bottles, expecting it to last ten months. However, it sold out in just three months,” Jitin explained. “We restocked in March and sold 90,000 bottles in the first month alone.”
Jitin emphasized the importance of strategic market entry and the impact of celebrity endorsements. “Having Sanjay Dutt as a brand ambassador boosted our media coverage and organic reach. In just eight days, we were featured in 19 publications,” he stated.
The brand has ambitious sales targets for the current quarter. Jitin anticipates selling around 25,000 cases in the next three months. “We lost April due to restocking, but we aim to make up for it with strong sales in May and June,” he said. Currently India is going through election phase, the process and election-related delays have posed challenges for the alcohol maker.
However, reflecting on their growth trajectory, Jitin highlighted substantial progress. “This year, we aim to sell 120,000 cases, approximately 1.4 to 1.5 million bottles,” he stated.
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Also the company is expanding rapidly, targeting key states with high Scotch consumption. “We are now present in 32 districts of Maharashtra and will soon be available in Delhi, Haryana, Chandigarh, Uttar Pradesh, and Goa,” Jitin detailed.
Diversification into New Products: Vodka and Tequila
On the other hand, Cartel Bros is not resting on its laurels. The company is preparing to launch a new vodka by the end of this year and has plans for a tequila brand. “We began our journey with tequila in mind, but due to slow processes in Mexico, we switched to whisky. Now, we’re ready to bring our tequila brand to market soon,” Jitin shared.
Cartel Bros is also diversifying its product offerings. “Along with our whisky, we’ll be launching a new vodka soon. This addition will further boost our revenue,” Jitin shared. With these aggressive expansion plans and new product launches, Cartel Bros aims to achieve a turnover of INR 200 crore this financial year.
Understanding market dynamics, Cartel Bros is also working on to introduce small version of bottles. “In Maharashtra, the Permit Room culture is significant. People prefer smaller bottles they can handle themselves. We’re developing a smaller SKU, expected to add 80,000 cases to our sales in Maharashtra alone,” Jitin noted. He added, “Our study shows that 45% of the market demand is for 180 ml bottles, with larger bottles accounting for about 40%. And our upcoming vodka launch will significantly boost our revenue,” Jitin stated.
Seeing the traction in the market, Merani recounts the evolution of the Indian alcohol market, “Consumer behavior has evolved dramatically since the Covid-19 pandemic,” Jitin noted. “The ancillary industry around alcohol is showing phenomenal growth, signalling long-term trends.”
He highlighted the shift in consumer preferences from traditional whisky, beer, and vodka towards gin and tequila. “From 2010 to 2022, India was primarily a whisky, beer, and vodka market. The gin revolution came in 2015-2016, with 18 new Indian-made gins launched in the last seven years. Now, the trend is shifting towards tequila, which we identified as early as 2019,” he said.
Looking ahead, Cartel Bros is focused on maintaining its growth trajectory. “We’re moving consumers from Indian whisky to premium Scotch, positioning Glenwalk as an entry-level Scotch priced competitively at INR 1,600,” Jitin explained. “Our strategy includes customizing products for the Indian palate and leveraging celebrity partnerships to enhance brand visibility.”
Cartel Bros is poised for remarkable growth, driven by strategic product launches, market expansion, and a keen understanding of evolving consumer preferences. As Jitin aptly summarized, “We are proudly an Indian-owned company, offering premium products and redefining the alcohol market landscape.”
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