Ajay Devgn’s premium whisky brand The GlenJourneys has made an impressive start in the Indian spirits market. Within just four months of its launch, the brand has reported a turnover of more than ₹4 crore, which is quite significant for a new entrant in the premium whisky category. Since its debut in October 2025, the company has already sold over 8,600 bottles, showing that the response from consumers has been stronger than many expected.
Celebrity-backed brands are common today, but not all of them succeed in building a loyal customer base. However, The GlenJourneys appears to have connected well with India’s growing community of premium whisky buyers. The brand is now available in 437 retail outlets spread across six states including Maharashtra, Goa, Uttarakhand, Uttar Pradesh, Delhi and Haryana. Expanding into so many markets in a short period suggests a focused growth strategy.
The journey started in Maharashtra and gradually moved into other states over the following months. The company has also reportedly applied for approvals in 23 additional states and union territories, which indicates that they are aiming for a nationwide presence. This kind of expansion does not happen overnight, so the early numbers are being seen as a positive sign.
Interestingly, the brand is not limiting itself to India. Export orders have already been secured for Dubai, and discussions for markets like the United States and Canada are said to be in progress. This shows that the ambition behind the brand goes beyond just domestic sales.
The success of The GlenJourneys also reflects a wider trend in India where premium and craft spirits are gaining more popularity. Consumers are becoming more selective and are willing to spend more for quality and unique experiences. The single malt positioning of the brand appeals to whisky enthusiasts who prefer something refined and distinct from mass produced options.
With plans to introduce new variants and continue expanding, The GlenJourneys seems to be building momentum steadily. While it is still early days, the brand’s strong opening performance suggests that it could become a serious player in the premium whisky segment if the growth continues in the same direction.
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