Bira 91 which is battling a deepening financial crisis is now forced it to sell its assets to pay its employees. With production halted in key markets and liquidity crunch, Bira91 is on the brink of collapse, marking one of the most dramatic downturns in the Indian beverage industry in recent years.
Its parent, B9 Beverages Ltd, confirmed that it plans to sell one of its assets to raise immediate cash to clear pending salaries, provident fund dues and restart operations, a move that underscores how serious the cash flow problem has become. The decision comes after months of worsening financial strain, production has reportedly been stalled since July 2025 in several regions, hundreds of employees have not been paid, and more than 250 staff members have petitioned the board and shareholders demanding leadership change and accountability for unpaid dues and operational paralysis.
According to filings and reports, the company posted a net loss of ₹748 crore on revenue of ₹638 crore for FY24, reflecting falling sales volumes and mounting costs as the brand’s once-booming business model began to unravel under regulatory bottlenecks and overextension. It is reported that lenders have already taken control of The Beer Café chain after defaults on pledged shares, raising fears that more assets could be at risk if the situation persists.
Reports suggest that the founder and CEO, Ankur Jain has reached out to investors to raise bridge capital even as he negotiates an asset sale to meet immediate payroll obligations. Production shutdowns have also disrupted supply chains and trade relationships, leaving distributors, vendors and partners uncertain about its future. The coming weeks will be critical, whether it can close the asset sale, restart production and convince its stakeholders that it remains a viable player in India’s premium beer market, remains to be seen.
Impacted by a stronger-than-usual monsoon, in a muted beer market UB gained market share (sell-out)
Overall, sell-in volume declined 3% with premium up 17%, continuing its growth trajectory ahead of the market
Net sales in Q2 down 3% where volume decline
Continue to invest behind brands (+22%) in line with its commercial strategy
Accelerating productivity agenda to drive sustainable & profitable growth
United Breweries Ltd (UBL) recently reported a subdued performance in the second quarter of FY26 as adverse weather conditions and muted demand in key markets weighed on beer sales, even as premium brands continued to gain traction.
The company’s consolidated revenue for the quarter ended September 2025 stood at ₹2,067.7 crore, down 2.8% year-on-year and sharply lower from the preceding quarter, reflecting the broader softness in consumption trends. Profit after tax declined 65% to ₹46.3 crore, while earnings per share slipped to ₹1.76 from ₹5.00 a year earlier. Operating margins came under pressure as input costs and a weak sales mix limited profitability, leading to a 63% year-on-year fall in profit before tax to ₹65.8 crore.
Vivek Gupta, Managing Director of UBL
The Managing Director of UBL, Vivek Gupta has said the company was gaining market share, adding nearly 100 basis points in the latest quarter and more than 100 basis points for the first half. “Our brand fundamentals are extremely strong.”
UBL attributed the slowdown largely to erratic monsoon patterns and weaker-than-expected offtake across western and southern states, traditionally its strongest beer markets. The company said that volumes were down about 3.4% year-on-year, marking one of its most challenging quarters since the post-pandemic recovery began. However, it underscored the resilience of its premium segment, which grew an impressive 17% in volume terms, driven by strong consumer demand for brands like Kingfisher Ultra, Heineken Silver and Amstel. This continuing “premiumisation” trend remains a bright spot, indicating a shift toward higher-value offerings even as overall consumption plateaued.
Total volume declined 3.4% in Q2, with growth in mainly Maharashtra, Andhra Pradesh and Assam more than off-set by adverse weather across its footprint as well as stock-building in Q2-FY25 following the peak season impacted by national elections.
During the quarter UB launched London Pilsner in Orissa and Kalyani Black Label in West-Bengal to strengthen its portfolio in the value segment. Premium volume grew by 17% in the quarter bringing the HY growth rate to 33%. Within the segment, UB saw strong growth for Kingfisher Ultra, Kingfisher Ultra Max, and Heineken Silver. Gross profit grew 5% on a year-to-date basis vs last year, with EBIT declining 18% mainly driven by negative operating leverage in the second quarter as well as continued investments behind brands.
Investments in capex during the quarter were ₹293 Cr (+ ₹242 Cr vs LY), mainly linked to its new greenfield in Uttar Pradesh and commercial capex to drive future qualitative growth. In continuation of its network optimisation and productivity programme, the Mangalore unit was closed earlier this year, with further initiatives being implemented to drive operational excellence and cost efficiency across the organisation. “We remain optimistic about the industry’s long-term growth potential, driven by increasing disposable income, favourable demographics and premiumisation,” UB said.
On the cost side, raw material inflation—especially for packaging materials—continued to moderate, but the gains were offset by lower scale efficiencies and promotional spending to defend market share. Management maintained that pricing discipline and brand investments were essential to sustaining long-term growth. UBL also reiterated its medium-term confidence in the Indian beer market, pointing to favourable demographics, urbanisation, and rising disposable incomes that continue to support premium beer penetration. Capital expenditure during the quarter stood at ₹293 crore, with investments directed toward a new greenfield facility in Uttar Pradesh and capacity upgrades at existing breweries.
Gupta added that the company expects margins to improve from the third quarter onwards, aided by the localisation of 80% of the premium portfolio, which will help recover gross margins. The company, he mentioned, would continue monitor input cost pressures from higher barley and aluminium prices and limited pricing flexibility.
Analysts see the second-quarter numbers as a reminder of how climate volatility and state-level regulatory differences can impact the beer business, but they also note that UBL’s strategic focus on premiumisation and efficiency improvement could cushion margins in the coming quarters. While overall sales volumes slipped, the brand’s ability to hold its market leadership and grow its high-end portfolio suggests that the company’s long-term fundamentals remain intact.
Going forward, performance in the festive and winter seasons will be critical for recovery, with management expected to lean on new product launches, route-to-market optimisation, and operational cost control to restore profitability momentum. For now, the quarter captures a tale of two trends—a weak monsoon dampening demand and a growing taste for premium beer lifting hopes for a stronger second half of FY26.
Asia’s first premium 100% agave spirit, Maya Pistola Agavepura, announces the rollout of its award-winning Añejo (An-ye-ho) variant across Haryana. Handcrafted in small batches, this expression reflects the brand’s unwavering commitment to authenticity and excellence, offering an elevated sipping experience born of time and tradition.
Fuelled by India’s growing interest, agave spirits have a projected growth rate of 12.69% by 2030, according to the iMarc group. Globally, the agave-based spirits category is set to increase at a volume CAGR of 7% from 2021 to 2026, according to the Indian Wine and Spirits Record.
Made from wild Agave Americana plants aged 11–13 years, Pistola Añejo is matured for over 14 months in Virgin American White Oak barrels. Deep golden-brown in colour, it offers an oaky nose of cocoa and dried figs with a subtle smoky background. This expression is smooth and rich, like a Christmas pudding, and is best enjoyed neat or with a splash of water. It was also described as “enchanting and approachable” by the International World Spirits Competition, making it perfect for single malt lovers, offering a touch of spiciness over a lingering sweetness.
Pistola Añejo, bottled at 40% ABV, is priced between ₹4,300 and ₹4,500 (750 ml) in Haryana, and the nips (180 ml) are priced between ₹1,000 and ₹1,200, both available at select retail stores across Haryana. It will also be pouring at leading F&B establishments across Haryana.
“With the growing demand for premium 100% agave spirits, expanding our footprint for Pistola Añejo into Haryana was the natural next step,” said Rakshay Dhariwal, Director & Founder, Maya Pistola Agavepura. “This market expansion reflects our commitment to making world-class aged agave spirits accessible to discerning Indian consumers. Pistola Añejo embodies our craftsmanship and our belief that India deserves homegrown spirits of international calibre.”
Kimberly Pereira, Chief Operating Officer, Maya Pistola Agavepura said, “Haryana represents more than just a new market for us. It’s an opportunity to deepen the way consumers experience agave spirits. Alongside Pistola Añejo’s arrival, we’re planning curated tastings at top bars to help people discover the nuances of aged agave. We aim to build a culture around premium agave spirits in India, not just make them available.”
Since its launch in 2022, the brand has become a symbol of excellence in the realm of agave spirits. They have expanded from Goa to Rajasthan, Maharashtra, Karnataka, Haryana, Delhi, West Bengal, and Assam. Internationally, the spirit is available in select key markets like Singapore, Thailand (Bangkok & Phuket), Europe (Germany, Austria, Denmark, the Netherlands and France), the USA (Chicago, Maryland, Washington DC, New Jersey and New York) and the UK (London).
The House of Suntory recently introduced Roku Gin – Sakura Bloom Edition in India. Inspired by the Sakura flower (also known as cherry blossom) and Japan’s world-renowned Hanami festival, which celebrates the tradition of “gazing at flowers”, this new edition brings the spirit of Japanese spring to life.
Rooted in the Japanese philosophy of Shun—the appreciation of each season’s best flavours—Sakura Bloom Edition captures the freshness and vibrancy of Springtime in Japan. Crafted with the soft, floral essence of Sakura flower, this gin evokes the timeless beauty of Hanami, the centuries-old tradition of gathering under blooming cherry blossom trees to appreciate nature’s transient beauty.
The gin features a delicate, sweet floral character, complemented by subtle salty notes from Sakura blossom leaves, creating a beautifully layered experience. Crafted with Roku’s signature blend of six Japanese botanicals, this edition enhances the natural sweetness of the Sakura, resulting in a delicately complex and perfectly balanced—Roku Gin – Sakura Bloom Edition.
“With the global appetite for Japanese gin growing steadily, the introduction of Roku Gin – Sakura Bloom Edition in India is both timely and strategic,” said Rishi Walli, Senior Director – Marketing, Suntory Global Spirits. “As consumer preferences evolve toward more delicate and refined flavour profiles, this expression strengthens Roku’s premium standing in the category while offering Indian gin lovers a sensorial journey rooted in nature and seasonality. This truly special release marries Japanese craftsmanship with heritage, delivering a differentiated, high-quality experience that Indian consumers increasingly seek. It features a heightened Sakura-inspired profile with soft floral notes, subtle sweetness, and the elegance of cherry blossom, tailored to delight”
Following its limited-time debut in global travel retail earlier this year, across key Indian airports including Mumbai and Delhi Duty Free, The House of Suntory’s exquisite Roku Gin – Sakura Bloom Edition is now set to roll out in select cities across India, with plans to expand nationwide over time. Launching just as the country prepares for a vibrant festive and wedding season, Roku Sakura Bloom is a good gifting option.
Glenmorangie – a name that is famed with Highland Single Malt has released an evolved version of its classic original – Glenmorangie The Original 12 Years Old. The new release is priced at INR 6,602 in Mumbai and INR 5,190 in Delhi, Glenmorangie Original 12 Years Old will be available across select outlets in India from October 27, 2025.
The new variant extends maturation from 10 to 12 years and the makers suggest that these added 2 years if maturation makes the malt truly unique. It adds smoothness, depth and complexity to Glenmorangie’s signature notes of orange, honey, vanilla and peach. The launch also marks the India visit of Dr. Bill Lumsden, Director of Distilling, Whisky Creation & Whisky Stocks at The Glenmorangie Company.
The 12-year expression comes hot on the heels of the recognition with a gold medal at the World Whiskies Awards 2024.
Dr. Bill Lumsden shared, “When we explored the idea of extending maturation, our goal was to bring added balance and dimension to The Original. The 12-year-old release builds on the familiar foundation while introducing subtle richness and complexity that naturally emerged over time.”Adding to this, Smriti Sekhsaria, Marketing Director, Moët Hennessy India, said, “Consumers in India are increasingly exploring aged single malts and nuanced flavour profiles. The introduction of Glenmorangie Original 12-Year-Old reflects this growing appreciation and aligns with the evolving preferences of discerning whisky drinkers.”
Says will inspire people to drink in a more responsible and moderate way
Students now challenged to create an even smaller beer
Carlsberg has created the world’s smallest beer, in collaboration with the research institute RISE, the company Glaskomponent, and a miniature artist Åsa StrandC. The aim is that the beer’s moderate size and non-alcoholic content will inspire people to drink in a more responsible and moderate way. In relation to the launch Carlsberg are also challenging students to create an even smaller beer.
Carlsberg have created a non-alcoholic beer measuring only twelve millimeters in height and containing 0.005 centiliter of non-alcoholic beer. The bottle is as small as a grain of rice and contains just a single drop of non-alcoholic beer. It comes complete with a Carlsberg label and a sealed cap.
“To promote responsible drinking, we present our most moderate idea ever. The world’s smallest beer holds only one-twentieth of a milliliter and is so small that it’s easy to miss. But the message is much bigger: we want to remind people of the importance of drinking responsibly”, said Casper Danielsson, Head of Communications at Carlsberg Sweden.
“Some might think the bottle doesn’t exist, or that the images are AI-generated. But it’s actually the product of craftsmanship, innovation and a close collaboration between us and several experts, Casper Danielsson continues.
How Carlsberg created the world’s smallest non-alcoholic beer
The project brought together several leading partners and experts. RISE (a Swedish state-owned research and innovation institute) made it possible to fill the bottle using precision capillaries designed for fiber optics. Glaskomponent, a company specializing in glassblowing for laboratory equipment, developed the bottle. Miniature artist Åsa Strand crafted and applied the cap, label, and coloring. Meanwhile, the non-alcoholic beer itself was specially brewed at Carlsberg’s experimental brewery in Falkenberg, Sweden, to deliver an intense taste experience despite the tiny volume of just 0.0050 centilitres.
“Crafting and applying the colour, cap and label for a bottle just twelve millimeters tall has been incredibly challenging and great fun. There was no established way of doing this, but with precision, patience and creativity we managed to make it work, says Åsa Strand, miniature artist.
Competition for Students
In relation to the launch, Carlsberg and Tekniska Högskolan Studentkår (the Student Union at KTH Royal Institute of Technology) are presenting a competition inviting university students across Sweden to outdo Carlsberg. The rules are simple: the smallest beer wins. The aim is to encourage boundary-pushing thinking – much like Carlsberg has done historically through innovations such as pure yeast cultivation and the discovery of the pH scale.
“Like Carlsberg, we students usually focus on the big questions. But we know that we can also grow even more from the smaller and trickier challenges, or as KTH would call them, intractable problems. I’m excited to see how KTH students take on this one, says Lydia Boij, President of Tekniska Högskolans Studentkårer.
The prize includes 10,000 SEK and a visit to the Carlsberg Research Laboratory in Copenhagen.
Tilaknagar Industries Ltd. (TI), in collaboration with Fairmac Shipstores Pvt. Ltd., has launched its flagship Mansion House Brandy alongside Monarch Legacy Edition, the first release under the company’s new luxury vertical, House of TI, at Hyderabad Duty Free. Travellers at Rajiv Gandhi International Airport can now experience the full spectrum of Indian brandy, from the award-winning Mansion House Brandy to the luxury offering, Monarch- 100% Pure Grape Brandy Legacy Edition.
Amit Dahanukar, Chairman & Managing Director of Tilaknagar Industries said “It’s exciting to expand our presence further in the travel retail sector, which is such an important space for showcasing Indian spirits on a global stage. Hyderabad Duty Free is a significant expansion in this, as it serves as a gateway for both Indian and international travellers. With Mansion House, we are bringing a trusted favourite, and with Monarch Legacy Edition, we are introducing a new luxury take on Indian brandy. Together, they highlight where the category has been and where it is headed.”
Sanaya Dahanukar – Marketing Manager of Tilaknagar Industries Ltd., commented, “Brandy has always enjoyed a strong following in Southern India, with nearly 98% of the brandy consumption concentrated within the region, and Hyderabad is an important gateway for that audience. At Duty Free, we are able to offer travellers both sides of the brandy story — the nostalgia of Mansion House and the sophistication of Monarch Legacy Edition.”
If there is one city in India where craft and collaboration thrive in equal measure, it’s Bangalore. From its pioneering breweries to its globally celebrated single malts, the city has long been at the heart of India’s evolving beverage story. Now, two of its favourite, award-winning brands — Amrut Distilleries, India’s first single malt makers, and Geist Brewing Co., have joined forces to create the Master Distiller’s Reserve by Amrut Distilleries – Stout Cask Finish.
A limited edition with just 224 bottles, this Master Distiller’s Reserve is a single-cask, unfiltered single malt whisky bottled at 46% ABV and finished in ex-stout barrels that once held the Geist Imperial Stout. The result is a truly intriguing whisky for consumers — one that balances Bangalore’s love for craft beer with India’s devotion to single malts, offering rich complexity with flavours of chocolate, caramel and cocoa intertwined with layers of honey, dried dates and gulkand (rose petals) — a finish not seen by Amrut’s Head Distiller Ashok Chokalingam before. It will be available exclusively at select retail stores across Bangalore, priced at INR 7,500.
The packaging design for this limited-edition collaboration pays homage to Karnataka’s rich cultural heritage through a modern lens. Drawing inspiration from the elegance of Mysore silk, the label and box design evoke the fabric’s smooth texture and refined craftsmanship—mirroring the character of the whisky itself. The gold zari border features motifs rooted in the state’s history: Kempegowda’s tower, symbolising vision and endurance; the Mysore Dasara elephant, representing strength and grandeur; and the Kodava Peeche Kathi dagger, a mark of mastery and boldness. Together, these elements reflect the shared pride, precision, and provenance of two homegrown brands coming together to create something distinctly from Karnataka.
A Collaboration Born in Bangalore
The idea began with a shared curiosity between two makers who have redefined their respective categories. Amrut sent freshly emptied whisky barrels to Geist Brewing Co.’s brewery on the outskirts of the city, where the Geist Imperial Stout craft beer was aged, gently absorbing whisky’s unmistakable character (combination of wood and whisky). Once emptied, the barrels returned to Amrut to finish the single malt. The stout was infused with the goodness of the oak and the whisky, while the whisky drew in the beer’s chocolatey, roasted character, creating an exchange of flavours never attempted in India.
Vidya Kubher, Brewmaster at Geist said “When we aged our Geist Imperial Stout in those whisky barrels, we saw a slow, steady transformation. We picked the Geist Imperial Stout because stouts are among the most versatile styles for barrel ageing. They’re bold enough to hold their ground against wood yet accommodating enough to absorb its character — ideal for a long, slow exchange like this. The beer’s roast character softened over time, making way for vanilla, dried fruit and spice. It was incredible to watch those flavours unfold naturally, without intervention.”
Ashok Chokalingam, Head Distiller at Amrut Distilleries added “When whisky remains unfiltered, it gains nearly 20% more aroma and flavour intensity. The mouthfeel becomes richer, and the legs on the glass fall more slowly. It’s as close as you can get to sipping straight from the cask.”
Head Distiller’s Flavour Notes:
Nose: A vibrant opening of fruit marmalade, leaning distinctly toward orange marmalade, quickly followed by a captivating layer of dark chocolate. Beneath this, a delicate hint of gulkand (rose petal preserve) emerges — soft, floral, and gracefully restrained. Vanilla gently teases through the layers, underpinned by a pronounced note of honeycomb that adds warmth and complexity.
Palate A bold burst of fruit marmalade greets the palate, accompanied by a rich oiliness — a signature of the infiltration process. The dark chocolate returns, this time luxuriously coated in honey, delivering a velvety, indulgent texture. Syrupy and smooth, reminiscent of golden syrup, the mid-palate transitions into a more mellow phase, with the rose petal note from the gulkand reappearing — subtler now, but still enchantingly floral.
Finish: A sparkling, spicy finish that lingers beautifully. Warming, vibrant, and satisfying — it leaves a lasting impression of depth and elegance.
The Founder and CEO of Bira91, Ankur Jain in a LinkedIn post has briefly addressed his ‘team’ on the ongoing crisis and there has been mixed reaction to the post, some baying for his blood, while others hoping that the brand will bounce back.
Jain’s post read “Most of you may have read media articles about the company in the past couple of days and I would like to address these articles and share light on the direction in which we are headed.
“First, my singular focus is on completing the fundraise and protecting the interests of Bira 91 and its employees. My commitment to Bira 91 and to each of you is foremost: I am in discussions with investors to secure the capital required to protect your interests and stabilize the business. A lot of you may have read recent media coverage on the progress we have made on capital raise in the recent days – and while there are still many bridges to cross, we are confident that we will be able to bring these efforts to a positive conclusion, subject to co-operation of our investors. All stakeholders have been supportive of positive outcomes for the company in the past, and we are sure that they will continue to stand by the company and support our efforts.
“Second, it is my commitment that employees are being and will be prioritized in entirety in the fundraise efforts. I am keenly aware of the disappointment and distress, however, trust me – no employee’s interest will be sacrificed as we succeed in our efforts. In the last ten plus years, my attempt has been to ensure that payroll goes out on time, even at the cost of other critical investments. Our track record from 2015 to early 2025 has demonstrated this value and prioritization, and I am confident continuing the same culture with the new fundraise. We have seen negative press on the company recently – which is inaccurate in several facts, unsubstantiated and driven by convoluted and cynical objectives. Despite this speedbump, I am optimistic that we will bring back Bira 91 on the growth highway.
“Third, I along with the management team are standing firm and are doubling-down on our efforts to restore the company to the heights we achieved together – including to raise capital and accelerate business operations. We are here to stay, and I firmly believe, no one cares about this team, brand and organization more than this leadership team. We are certainly the most committed team that wants to bring this company back to its much deserved health, and in short order, we will get there.”
A strong reaction came from Arun Purohit, a minority stakeholder in Bira, who said that Jain’s post was generic and did not address specific issues damaging the reputation of the company.
Purohit questioned “Why was the renaming planned and executed in such horrible/haphazard way that BIRA disappeared from all stores for months? Why proper compliance officers who handle excise and interstate logistics were not consulted?”
He also pointed to news items wherein some key employees had sought the removal of Jain from the post of CEO and wanted to know what brought things to this abysmal level. “The tone of your post communicates -BIRA is struggling for its fund raise. It doesn’t have clear support of existing investors today. I didn’t subscribe to the Rights issue. Thumb rule of investing: You are not ready for funds when seeking the investors out but when they are seeking you.”
Purohit concluded that Bira needed good management guidance and a person who can speak truth to the CEO. “Sycophants around will only drive you down the doom loop.”
A similar reaction came from Kedar.D who said “Bira91 asked employees to resign the same day, no warning, no option. HR was furious if someone delayed resignation by even a day — but now it’s been months and not a single full & final or Provident Fund has been cleared.
“You promised to pay dues and protect employees — but those same people are struggling with home loans, kids’ fees, and family needs.
“You don’t even reply to mails. Instead, you come here on LinkedIn to sound sympathetic. Should I post screenshots of the conversations and promises made?” Kedar also questioned Kirin Holdings Co., Ltd and Peak XV Partners asking them whether this is “your definition of leadership and accountability?”
Kirin, a global brewing major that owns around 20.1% of Bira 91, has been a key strategic investor since 2021. The Japanese company, known for its Kirin Ichiban beer, entered India through Bira to capture a share of the country’s rapidly growing premium beer segment. Peak XV (Sequoia Capital) was the largest shareholder in Bira with 24.83% holding.
There are vendors who have posted that their bills have not been cleared, one mentioned a bill of Rs. 17 lakhs pending.
Akshay Tiwari in his reaction to the post said he knew an employee whose daughter had been sent back home from school for not paying fees and a person who had defaulted on home loan. “You have literally destroyed people’s lives.”
But there are many who are backing Ankur Jain and the brand Bira to bounce back from these troubling times. The Senior Vice President, Chief of Integrated Supply Chain and People at Bira91, Sudhir Jain said “I am confident that Bira 91 will bounce back.”
Sources have told Ambrosia that there are a number of employees who haven’t got their salary arrears and also vendors who haven’t got their due payments running into lakhs, waiting to see how this plays out and then file criminal cases against the CEO. Sources reminded that this was playing out like Kingfisher where the employees who were left in the lurch filed court cases.
How Ankur Jain is going to navigate through these difficult times, remains to be seen. However, one aspect is crystal clear – those in the alcobev industry have to be up to date with the quagmire of excise rules of the various states, if they need to survive.
The GlenJourneys a luxury single malt brand co-founded by actor, entrepreneur Ajay Devgn, along with Cartel Bros, officially steps into the Indian retail space with its Cask Series. After the debut of its flagship Pioneer Edition, a rare Luxury 21-year-old Highland single malt priced at ₹50,000, which was available in select international duty-free shops, The GlenJourneysis now available in India with a premium edition priced at ₹ 6409. With this entry, the brand is aiming to capture 20% of India’s rapidly expanding luxury whisky single malt segment within the next two years in an industry currently growing at 7% year-on-year.
Crafted in the Scottish Highlands, The GlenJourneys new Cask Series—finished in Rum, Bourbon, and Sherry casks—has been curated exclusively for India, bringing together global whisky-making expertise with a vision tailored to the local market. The Pioneer Edition, with only 600 bottles released worldwide, positioned the brand on the global luxury map.
Maharashtra will be the first market for The GlenJourneys Cask Series, with the brand targeting 10,000 cases in the state by the end of this financial year. The next phase of the rollout will see launches across Haryana, Uttar Pradesh, Goa, and Chandigarh in November 2025, followed by other key markets in early 2026.
Left to Right: Rohan Nihalani, Manish Sani, Ajay Devgn, Mokksh Sani – Co-Founders of Cartel Bros, Luvish Sani – Director of The Cartel Bros
Mokksh Sani, Founder of Living Liquidz, Mansionz, and Co-founder of Cartel Bros, said, “Age refines a whisky— but a great cask defines it. Twelve years may give you a beautifully matured spirit, but a fine cask finish transforms it—it’s not just apple, it’s apple plus. Each expression in The GlenJourneys Cask Series reveals its own distinctive character on the palate, setting it apart from the conventional single malts that simply line the shelf.”
Ajay Devgn, Co-Founder of The GlenJourneys, added: “Globally, whisky lovers are chasing cask-finished malts for the craftsmanship they embody—where tradition meets innovation, and patience meets precision. The GlenJourneys elevates that pursuit with a Cask Series that’s been thoughtfully curated, where every finish reveals the quiet power of time, wood, and artistry.”
