Cartel Bros, the esteemed Indian spirits company, proudly announced the launch of its premium blended Scotch whisky, Glenwalk, in the vibrant city of Dubai, at the recent Travel Retail Consumer Forum ‘24 marking its debut in the Middle East market.
After establishing its presence in PAN India in less than one year, The Glenwalk has joined forces with Gulf Beverages to make its international debut in the Middle East
The Glenwalk, known for its exceptional quality and exquisite taste, has already garnered international acclaim, including a Silver Medal at the London Spirits Competition 2024. Within a year of its launch, Glenwalk has activated operations in five states in India, partnering with over 25 distribution partners—a rare feat for any new AlcoBev startup. The expansion into Dubai represents a significant milestone for Cartel Bros as it aims to establish The Glenwalk as a preferred choice among whisky connoisseurs in the Middle East.
The Glenwalk Scotch Whisky is rewriting the rules of the Indian whisky market with its meteoric rise in demand and strategic pricing. Launched in June 2023 with brand partner Sanjay Dutt at the helm, The Glenwalk has leveraged the expertise of Cartel Bros’ spearheaded by co founders Mokksh Sani, Jitin Merani, Rohan Nihalani, Manish Sani and their Chief Business Officer Neeraj Singh to achieve this phenomenal success. Since its introduction in India, The Glenwalk has made quite a name for itself in the hearts of the Indian people and is all set to capture the attention of the Middle East.
Following its successful launch in India, The Glenwalk has experienced a surge in global sales orders and requests, making its expansion in the Middle East a natural progression for the brand, further solidifying its international status. Cartel Bros’ The Glenwalk co-owned by Bollywood’s favourite superstar Sanjay Dutt is proud to be the first Indian celebrity-owned alcohol brand in the world. Sanjay Dutt’s involvement has been instrumental in the brand’s rapid success and international expansion. As a globally recognized celebrity, Sanjay Dutt has leveraged his star power and dynamic vision to propel Glenwalk to new heights. His hands-on approach and commitment to quality have been pivotal in establishing the brand’s reputation.
The Glenwalk is set to make its grand entry across all duty-free shops in the Middle East by the end of July 2024. This follows the brand’s successful duty-free alliance 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 serve as the exclusive distribution and brand partner, responsible for catering to the entire UAE and other Gulf regions. This strategic partnership allows Cartel Bros to focus on delivering prominent initiatives and enhancing brand recognition.
Mokksh Sani, Founder of Living Liquidz, Mansionz and co-founder of The Glenwalk highlighted the strategic vision behind the Middle Eastern expansion: “We are coming to the Middle East with a strategic vision to create a niche in the AlcoBev category. The partnership with Gulf Beverages ensures that we meet all regulatory requirements and provides a robust 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 seamless entry into the Middle Eastern market. Expressing his enthusiasm for the new launch, Sanjay Dutt adds, “The Middle East has always been affectionate and kind to me, and I am sure this will help my brand get a zestful reception in this part of the world. Our unique blend of Glenwalk Scotch whisky has been specifically developed to meet the international palate, and I am excited to see it embraced by whisky enthusiasts here.”
The new launch announcement in the Middle East marks significant growth for the brand as it reflects the brand’s commitment to bringing the finest Scotch whisky to discerning consumers in the region and aims to make its presence felt on more International forums to come. 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 its upcoming presence in Middle Eastern duty-free shops, The Glenwalk by Cartel Bros is set 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 poised to become a prominent name in the global spirits market.
