Sanjay Dutt’s whisky brand launches in Dubai.
With great enthusiasm, Sanjay Dutt remarked, "We've crafted a unique blend of Glenwalk Scotch whisky tailored to suit the international palate, and I'm thrilled to see how whisky lovers here will embrace it."
Co-Founder of Cartel Bros, Sani attributed the high sales to the price point of the scotch, along with Sanjay Dutt being the face of the brand. It is priced between Rs 1,550 to Rs 1,600 per bottle. Note: Consumption of alcohol can be injurious to health. Drink responsibly.
Cartel Bros has unveiled The Glenwalk, its premium blended Scotch whisky, in the dynamic city of Dubai at the recent Travel Retail Consumer Forum ’24, marking its entry into the Middle Eastern market. The Glenwalk has already achieved international recognition, earning a Silver Medal at the London Spirits Competition 2024 for its outstanding quality and exquisite taste. Within a year of its launch, The Glenwalk has expanded operations to five states in India, partnering with over 25 distribution partners—a rare accomplishment for any new AlcoBev startup. The expansion into Dubai signifies a major milestone for Cartel Bros as it strives to establish The Glenwalk as a preferred choice among whisky enthusiasts in the Middle East.
The Glenwalk Scotch Whisky is reshaping the Indian whisky market with its rapid rise in demand and strategic pricing. Launched in June 2023 with brand ambassador Sanjay Dutt, The Glenwalk has utilized the expertise of Cartel Bros, led by Co-Founders Mokksh Sani, Jitin Merani, Rohan Nihalani, Manish Sani, and their Chief Business Officer Neeraj Singh, to achieve remarkable success. Since its debut in India, The Glenwalk has captured the hearts of Indian consumers and is now poised to attract attention in the Middle East. Following its successful launch in India, The Glenwalk has experienced a surge in global sales orders and inquiries, making its expansion in the Middle East a natural step forward and reinforcing its international presence. Cartel Bros’ The Glenwalk is co-owned by Bollywood superstar Sanjay Dutt and is the world’s first Indian celebrity-owned alcohol brand. Sanjay Dutt’s involvement has been crucial to the brand’s rapid success and international growth. As a globally recognized figure, Sanjay Dutt has leveraged his star power and dynamic vision to elevate Glenwalk to new heights. His hands-on approach and dedication to quality have been key in establishing the brand’s reputation.
The Glenwalk is set to make a grand entrance in all duty-free shops across the Middle East by the end of July 2024. This follows the brand’s successful duty-free partnership with Ospree Duty-Free, an Adani company. To ensure regulatory compliance and effective market penetration, Cartel Bros has partnered with Gulf Beverages, a reputable 30-year-old company based in Dubai. Gulf Beverages will be the exclusive distribution and brand partner, serving the entire UAE and other Gulf regions. This strategic partnership allows Cartel Bros to focus on delivering key initiatives and enhancing brand recognition. Mokksh Sani, Founder of Living Liquidz, Mansionz, and Co-Founder of The Glenwalk, emphasized the strategic vision behind the Middle Eastern expansion: “We are entering the Middle East with a strategic vision to carve out a niche in the AlcoBev category. The partnership with Gulf Beverages ensures we meet all regulatory requirements and provides a strong platform for our brand’s growth in this region.”
Sanjay Dutt’s influence and strategic insights have not only elevated Glenwalk’s status but also facilitated its smooth entry into the Middle Eastern market. Sharing his excitement about the new launch, Sanjay Dutt stated, “The Middle East has always been welcoming and kind to me, and I am confident this will help my brand receive a warm reception in this part of the world. Our unique blend of Glenwalk Scotch whisky has been crafted to meet the international palate, and I am eager to see it embraced by whisky lovers here.”
The new launch announcement in the Middle East signifies significant growth for the brand, reflecting its commitment to delivering the finest Scotch whisky to discerning consumers in the region and aiming to expand its presence on more international platforms in the future. The expansion is part of Cartel Bros’ broader strategy, with plans to enter the Canadian and Australian markets within the next 90–120 days.
With its launch in Dubai and upcoming availability in Middle Eastern duty-free shops, The Glenwalk by Cartel Bros is poised to make a significant impact in the global spirits market. As the first Indian celebrity-owned alcohol brand, The Glenwalk blends tradition with innovation, offering a premium Scotch whisky experience, and is set to become a prominent name in the global spirits industry.