Celebrities invest in India's alco-bev market
The celebrities are launching and backing premium spirits to cater to the country's evolving taste for luxury.
07 Jul 2025 | By WhatPackaging? Team
As high-profile celebrity entrepreneurs pour investments into premium alco-bev brands, the sector is entering a new phase of sophistication
India's alcoholic beverages (alco-bev) industry is experiencing significant growth, attracting investments from global liquor giants and an increasing number of celebrity investors. These celebrities are launching and backing premium spirits to cater to the country's evolving taste for luxury.
For example, former England cricketer Kevin Pietersen has invested in Ardent Alcobev and become a brand ambassador for their new blended Scotch whisky, Dram Bell. He aims to help build the brand, with Ardent Alcobev targeting a 10% market share in its first year and 50% growth over three years.
Aryan Khan, son of Bollywood superstar Shah Rukh Khan, has launched D'yavol Single Estate Vodka and D'yavol X, expanding with D’yavol Inception, a blended malt Scotch whisky. Meanwhile Bollywood actor Ranveer Singh has partnered with Allied Blenders and Distillers (ABDL) to introduce a premium spirits portfolio.
✨ Sip like a star! 🌟 Dive into the allure of D'YAVOL's Single Estate Vodka, crafted by Aryan Khan & @iamsrk, now at Ospree Duty-Free. #CheckInToHappiness with D'YAVOLS spirit! #OspreeDutyFree #Dyavol #Vodka #ShoppingSpree #Luxury #TravelShopping #TravelRetail pic.twitter.com/MOk6fR7mNH
— Ospree Duty Free (@Ospreedutyfree) April 26, 2024
Early entrants include actor Danny Denzongpa, who founded Yuksom Breweries in 1987. More recently, actor Ajay Devgn, with Cartel Bros, introduced The GlenJourneys Pioneer Edition, a limited-release 21-year-old single malt whisky, and along with Sanjay Dutt, launched GlenWalk.
The celebrity influx continues with actor Rana Daggubati and music composer Anirudh Ravichander co-founding Loca Loka, a new tequila brand. Cricketer Yuvraj Singh has launched FINO, a premium tequila crafted from 100% pure blue agave, marketed as a health-conscious choice.
Although India's tequila market is nascent, it's gaining momentum; FINO, for instance, has recorded a 392% CAGR over the past year. As high-profile celebrity entrepreneurs invest in premium alco-bev brands, the sector is entering a new phase where storytelling, brand authenticity, and consumer aspirations are as crucial as the product itself.