Celebrity investments are no longer limited to fashion labels or fitness startups. A growing number of Indian film stars are quietly building portfolios in the premium alcohol space, moving beyond endorsements to take on the roles of co-founders and investors.
One such name is Ajay Devgn, whose single malt whisky brand The GlenJourneys has been steadily expanding its presence in India’s competitive spirits market.
Ajay Devgn – The GlenJourneys
The GlenJourneys, launched by Ajay Devgn in partnership with Cartel Bros, has very recently crossed a turnover of ₹4.14 crore, selling over 8,622 bottles so far. The brand has built a presence across 437 retail outlets nationwide and is preparing to introduce a new smoky variant in June 2026 to widen its portfolio.
The whisky currently follows a focused distribution strategy and is registered across six states, including Maharashtra, Goa, Uttarakhand, Uttar Pradesh, Delhi and Haryana. Registrations have also been applied for in 23 additional states and union territories such as Punjab, Rajasthan, Chandigarh and Pondicherry. The GlenJourneys has further strengthened its visibility through duty free placements at key airports including Mumbai, Lucknow, Jaipur, Ahmedabad, Trivandrum, Amritsar and Mangalore.
Vivek Oberoi – Rutland Square Spirits
Vivek Oberoi has invested in Rutland Square Spirits Ltd, acquiring a 21 percent stake in the Scotland based company. The brand, founded by Nishant Sharma, is known for its oolong white tea infused spirit that blends India’s tea heritage with Scottish distillation traditions. Oberoi’s move reflects a growing trend of Indian actors stepping into cross border premium ventures.
Shah Rukh Khan and Aryan Khan – D’YAVOL
Shah Rukh Khan and Aryan Khan co founded D’YAVOL, a luxury lifestyle brand that spans both fashion and fine spirits. The brand offers premium vodka and whisky, including D’YAVOL Inception. With sleek packaging and a strong luxury positioning, D’YAVOL has quickly gained attention in the premium segment, positioning itself as a style driven global brand.
Sanjay Dutt – The Glenwalk
Sanjay Dutt co founded and endorses The Glenwalk, a blended Scotch whisky produced in Scotland. The brand saw strong early traction, particularly in Maharashtra, where it reportedly sold over 300,000 bottles of its 200 ml variant within 45 days of launch. The Glenwalk combines international production with Bollywood appeal, targeting aspirational consumers.
Rana Daggubati and Anirudh Ravichander – Loca Loka
Rana Daggubati, along with musician Anirudh Ravichander and entrepreneur Harsha Vadlamudi, launched Loca Loka, a premium tequila brand. Introduced in 2024, the brand offers Tequila Blanco and Tequila Reposado, crafted using traditional Mexican agave methods while tailored to suit Indian tastes. Loca Loka has already begun expanding into the US and Southeast Asian markets.
Danny Denzongpa – Yuksom Breweries
Long before celebrity backed alcohol brands became common, Danny Denzongpa founded Yuksom Breweries in Sikkim in 1987. The brewery produces Himalayan Blue and other beers such as JHOOM, Himalayan Snowman and Dansberg. With strong regional roots and a loyal consumer base, Yuksom Breweries remains one of the earliest examples of a film star building a serious alco bev business.
First Published on March 1, 2026, 15:31:01 IST