Ajay Devgn’s GlenJourneys Cask Series Debuts in India: A New Chapter for Luxury Single Malts

A New Spirit Enters India’s Premium Whisky Scene

India's growing appreciation for single malts has undergone a remarkable transformation over the last 10 years. The Indian consumer has moved from local champions like Indri and Paul John to established names such as Glenfiddich and The Macallan and has developed a sense of curiosity, assessment, and craft appreciation. 

The GlenJourneys is now entering the cultivated consumption space. It's the luxury single malt brand co-founded by actor Ajay Devgn and premium spirits company Cartel Bros, and it's launching the highly anticipated Cask Series in India. 

The Cask series is produced in the Scottish Highlands and aims to marry traditional distilling heritage with contemporary finishing art for the Indian whisky connoisseur.

The Concept: Tradition Meets Modern Cask Innovation

The GlenJourneys Cask Series showcases the nuanced beauty of cask finishing, a technique where mature whisky is transferred into different barrels for a secondary maturation phase.

This particular collection features three distinctive finishes:

• Rum Cask Finish - enhances tropical sweetness and warm spice for the dynamic Indian climate and cuisine.
  
  
• Bourbon Cask Finish - a classic delivery of vanilla, caramel, and toasted oak notes has added depth and richness.
  
  
• Sherry Cask Finish - contributes a luscious, fruity warmth with notes of raisin, fig and dark chocolate.

Each expression tells a different story of time, wood, and character, a concept that resonates with both traditional whisky enthusiasts and new-age drinkers seeking innovation.

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“A Great Cask Defines It”: The Philosophy Behind the Series

As Mokksh Sani, Co-founder of Cartel Bros, puts it:

“While whisky may be refined by age, it is truly defined by a great cask. While whisky aged for twelve years is certainly beautiful, it is truly transformed by a great cask finish. Each expression in The GlenJourneys Cask Series offers its own unique character on the palate.”

That philosophy is evident in the meticulous selection of casks and finishing techniques. The brand isn’t merely releasing another premium single malt, it’s introducing Indian consumers to the artistry of secondary maturation, a hallmark of world-class whisky craftsmanship.

Crafted in Scotland, Curated for India

Even though The GlenJourneys is produced and aged in the Scottish Highlands, every aspect of this series was developed for the Indian market. The decision to incorporate rum, bourbon, and sherry finishes isn’t arbitrary, it's an indication of the changing local palate for more complex spirits, sweetness, and layered mouthfeel.

Ajay Devgn, co-founder and brand ambassador, articulates this vision perfectly:

“Around the world, whisky enthusiasts are pursuing cask-finished malts for their craft, the blend of tradition and innovation, and the balance of patience and precision. The GlenDronach elevates that pursuit with a Cask Series that is purposefully selected to illuminate the subtle power of time, wood, and artistry.”

Why Cask Finishing Matters

In whisky maturation, the barrel is far more than a container, it’s a creative partner. The wood type, previous liquid held, and duration of contact all profoundly influence the flavor profile.

• Rum casks lend honeyed sweetness and spice.
  
  
• Bourbon barrels contribute vanilla, toffee, and toasted oak.
  
  
• Sherry butts infuse richness, dried fruit, and nuttiness.
  
  

This trilogy of finishes gives The GlenJourneys a distinctive identity, global in craftsmanship yet attuned to Indian sensibilities.

India’s Growing Appetite for Premium Whisky

Launching The GlenJourneys Cask Series is part of a larger movement in India's premium whisky scene. According to the spirits industry, India is expected to become a top three single malt country by 2030. 

Consumers are not just trading up in price but also trading up in curiosity, examining cask types, regional influences, and the story of production. Brands with access to authenticity and innovation are finding success among urban, aspirational drinkers.

With Ajay Devgn’s GlenJourneys brand, that narrative gets a powerful new face, one that blends Bollywood star power with Scotland’s timeless whisky tradition.

Aiming for the Connoisseurs

Available at a price of ₹6,409 in Mumbai, the GlenJourneys Cask Series seeks to establish itself in the accessible-luxury space, a luxury premium product that is unique enough to convey exclusivity but approachable enough for those wanting to explore the next tier of whisky drinking experience and appreciation.

The rollout will be expanded to Haryana, Uttar Pradesh, Goa, and Chandigarh as soon as November 2025, with the brand creating a target of 10,000 cases to be sold before the end of the financial year. 

For both collectors and curious drinkers alike, the Cask Series is simply a new way to try single malt whisky and is meant to be expressive, layered, and, at heart, deeply crafted.

The GlenJourneys Identity: Where Time Meets Artistry

More than just a product, The GlenJourneys represents a philosophy - one that values the equilibrium of patience contrasted with precision. Each bottle presents an invitation to the drinker on a sensory expedition, from the sweet temptation of rum casks to the bold richness of bourbon and sherry finishes that soothe the senses.  

In a marketplace becoming more filled with marketing and false luxury, The GlenJourneys simply emphasizes what is most deserving:

• Quality ingredients.
  
  
• Genuine maturation.
  
  
• Respect for tradition.
  
  
• Thoughtful innovation.
  
  

Looking Ahead

As The GlenJourneys begins its Indian chapter, it enters a landscape that is both competitive and fertile with opportunities. With a celebrity co-founder who brings credibility rather than just endorsement, along with a portfolio that respects the science and soul of whisky-making, the brand could become one of India's most engaging premium whisky stories.

In the years ahead, if GlenJourneys continues this balance of heritage and innovation, it may well redefine what luxury whisky made for India truly means.

Final Sip

The GlenJourneys Cask Series is not merely the latest whisky from a celebrity brand.  It is a thoughtful opportunity to witness how cask finishing takes a good spirit to great heights. 

From the Highlands of Scotland to the grocery shelf of India, it is a connection between tradition and trend, patience and passion, wood and magic.  

And for those Indian whisky lovers pondering their own "glen journey," the wait is over.

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