Sanjay Dutt, a well-known actor, has joined the ranks of celebrities venturing into the liquor industry by investing in a beverage startup called Cartel & Bros. The company aims to import and sell liquor brands in India. In partnership with Manesh Sani and Mokksh Sani of Living Liquidz, Jittin S Merani of Drinq bar academy, and Rohan Nihalani of Morgan Beverages, Cartel & Bros has launched a Scotch whisky named The Glenwalk. This move comes at an opportune time as India has become one of the fastest-growing markets for alcohol sales.
The Glenwalk is produced and bottled in Scotland using Scottish water, which sets it apart from other Scotch whiskies in India that are bottled with Indian water after being imported. This approach ensures an authentic Scotch taste, according to Jittin S Merani. Achieving the right blend was a significant challenge for the company, leading the partners to make three visits to Scotland. The Glenwalk is composed of 85 percent grain and 15 percent malt. Priced at Rs 1,550, the decision was made after studying the Indian whiskey market. The company aims to capture 10 percent of the 50,000 monthly cases of the popular Blenders Pride category in Maharashtra, starting with a launch in Mumbai and expanding throughout the state and eventually across the country.
Cartel & Bros has plans to introduce a single grain whisky and Glenwalk variants finished in six different casks by the end of the year. Additionally, they will be launching a brand of vodka called Rodchenko in November, strategically timed to coincide with the festive and party season in India. They are targeting the price range of Rs 3,200, between Grey Goose and Absolut, for their vodka brand.