The Glenwalk, the premium Scotch whisky brand co-founded by Bollywood actor Sanjay Dutt and spirits company Cartel Bros, has launched its Dominance range in Maharashtra, introducing a portfolio of higher-strength expressions that signals a new phase of product diversification for one of India’s fastest-growing whisky labels.
The launch comes as the brand reports revenues exceeding ₹200 crore for FY 2025-26, a milestone that underscores its rapid ascent since debuting in June 2023. Maharashtra, where The Glenwalk has built its strongest commercial base, remains the strategic launchpad for the Dominance rollout.
A Bolder Expression at Higher Strength
The Dominance range is built around two ABV tiers. The first tier comprises three variants at 48% ABV, targeting consumers who seek a more pronounced and complex flavour profile. The 7-year and 5-year expressions deliver a distinctly smoky character attributed to extended ageing; the 3-year variant, by contrast, offers a cleaner, smoke-free profile for those who prefer a lighter experience.
A second tier of two variants, bottled at 43% ABV, rounds out the portfolio with an earthier, peat-driven character. The variation across the five expressions allows the brand to address a range of taste preferences within the premium Scotch segment, without abandoning the product consistency that has defined The Glenwalk’s core offering.
All Dominance variants are distilled in Scotland and bottled at origin, maintaining adherence to established Scotch whisky production standards.
Packaging Designed to Signal Premium Positioning
The Dominance range is presented in packaging that reinforces its positioning within the portfolio. A deep black palette with gold accents differentiates the new variants visually from The Glenwalk’s existing expressions, while colour differentiation across individual bottles helps consumers navigate the range at point of sale.
The aesthetic is deliberate: in a crowded premium spirits category, shelf presence and brand identity play a significant role in purchase decisions, particularly in the on-trade channels where luxury positioning is closely linked to visual cues.
Maharashtra Anchors a Phased National Rollout
The Maharashtra launch marks the opening phase of a structured national rollout. The brand has confirmed plans to expand Dominance distribution to Delhi, Uttarakhand, Haryana and Goa in subsequent phases, targeting markets with both high spirits consumption and established premium retail infrastructure.
Since its launch, The Glenwalk has extended its footprint to eight states across India, working with more than 30 distribution partners. The brand has also established a presence in international markets, including the Middle East and Canada, positioning itself as an Indian-backed Scotch whisky with credible global ambitions.
Leadership on the Brand’s Direction
Commenting on the launch, Sanjay Dutt, Co-Founder of The Glenwalk, said: ‘The idea behind these variants was to create something that reflects strength, character, and individuality. With the Dominance variants, we wanted to introduce a bolder expression that stands out while staying true to the craftsmanship and quality The Glenwalk represents.’
Mokksh Sani, Co-Founder of Cartel Bros and Living Liquidz, added: ‘The Dominance variants were created to introduce a stronger expression within The Glenwalk portfolio. Crossing the ₹200-plus crore mark in FY 2025-26 has been an important milestone for the brand, and this felt like the right time to expand the range with something more distinctive.’
Riding India’s Premiumisation Wave
The Dominance launch is well-timed against the trajectory of India’s spirits market. India has regained its position as the world’s largest Scotch whisky export market by volume, according to the Scotch Whisky Association, with 192 million bottles exported in 2024. The SWA’s chief executive has noted that India is on course to become the largest market globally by both value and volume within the next few years.
Within India, consumer preferences are shifting steadily towards premium and age-stated expressions. The willingness to pay for differentiated products, stronger ABV profiles and credible provenance stories is growing, particularly among urban, aspirational drinkers who view premium spirits as markers of taste and social standing.
The Glenwalk’s positioning in the accessible premium segment, priced competitively against well-established imported blends, allows it to benefit from this trend without the price barriers that constrain ultra-premium expressions.
Celebrity Equity Meets Distribution Discipline
What distinguishes The Glenwalk’s growth story is the combination of genuine celebrity equity and a distribution infrastructure capable of sustaining scale. Cartel Bros, led by Mokksh Sani alongside co-founders Jitin Merani, Rohan Nihalani and Manish Sani, brings significant expertise through its connection to Living Liquidz, one of India’s leading alcohol retail chains.
That distribution knowledge, paired with Sanjay Dutt’s recognition across Hindi-speaking markets and beyond, has allowed the brand to move from shelf visibility to genuine consumer traction in a relatively short period. The Dominance range is the next test: whether the brand can convert its core audience into consumers of a higher-priced, more complex expression.
The phased rollout strategy and the deliberate choice of Maharashtra as the launch market suggest Cartel Bros is taking a measured approach, building proof of concept before committing to national distribution.
