CARTEL BROS LIQUID JEWELS

Cartel Bros is a company that specializes in importing and retailing a wide range of premium spirits brands from around the world, making them accessible to the Indian market. With a focus on authenticity, passion, and excellence, Cartel Bros aims to provide high-quality spirits that cater to the diverse preferences and tastes of its customers.

The company’s portfolio consists of a variety of internationally recognized and acclaimed liquor brands, allowing Indian consumers to experience the finest spirits from across the globe. Cartel Bros’ commitment to importing, launching, and distributing top-notch products makes it a significant player in the Indian liquor industry.

By offering competitive pricing and ensuring the authenticity of its products, Cartel bros contributes to the growth and development of the Indian alcohol market, providing consumers with an opportunity to indulge in the world’s best spirits. Through its dedication to quality and innovation, Cartel Bros plays a vital role in shaping the country’s evolving alcoholic beverage landscape.

Despite their initial plan to launch tequila as their first product due to its rising popularity in India, Cartel Bros LLP decided to start with Scotch instead, hence Glenwalk was born. This decision was influenced by various factors, including market demand, potential growth, and a strong focus on hard liquor. As a result, they introduced their blended Scotch whisky brand, Glenwalk, imported from Scotland, as their first offering. Cartel Bros LLP remains committed to expanding its product range with upcoming launches of vodka, tequila, and single malt brands.

“We wanted to stay away from products such as beer and there was a focus on hard liquor. The aim was to dominate with our brand strategies given that we had a collective experience of over 50 years in retail, distribution and brand management,” says Neeraj Singh.

Understanding the complex legal landscape surrounding the alcohol industry, Cartel Bros LLP prioritized regulatory compliance and appointed an experienced legal team. This team ensured adherence to all necessary procedures and obtained the required approvals from global liquor associations. As an example of their diligent approach, The Glenwalk was first registered in the UK before being registered in India, demonstrating the company’s commitment to following proper protocols and establishing a strong foundation for their brands in the global market.

“We knew we were entering in a competitive ‘habit’ business but we always felt confident about our data-backed plan of action which would lead to an opening for our first brand in co-ownership with actor Sanjay Dutt. The challenges such as trade schemes, hotel contracts, market planning, etc. were all planned well in advance keeping all market standards in perspective,” Neeraj said.

India’s alcobev industry is poised for significant growth, with projections indicating that the market size could reach a staggering $64 billion by 2030. Factors contributing to this growth include rising incomes, urbanization, increased access to premium products, and the influence of younger consumers.

“We have to make a difference not only in India but also in the world. India has to be number one in beverages also. Why should it always be America and Europe…we have some amazing people here who are big in beverages. We should reach the world market and we are capable of doing that.”

Cartel Bros LLP’s commitment to compliance, market knowledge, and quality products enabled a successful initial launch. As a result, they managed to sell their first import consignment of 10,000 cases in under 90 days, accompanied by an advance order for an additional 15,000 cases within a single state. This achievement demonstrates their strong market presence and growing demand for their premium spirits brands.

The Glenwalk offers a unique and authentic Scottish experience, inviting you to embark on a journey through the heart of the Highlands with every sip. Crafted from a blend of the finest malt and grain Scotch whiskies, it captures the essence of Scotland’s rich heritage and folklore, delivering a truly exceptional taste and quality. Indulge in The Glenwalk and savour the essence of Scotland’s spirit, one sip at a time.

The Glenwalk whisky embodies the spirit of Scotland’s majestic Highlands, paying homage to its enchanting lochs and storied history. With each sip, The Glenwalk transports you to the verdant glens and soaring peaks that have inspired our commitment to excellence and ambition.Driven by the belief that every step brings us closer to our goals,

The Glenwalk symbolizes the pursuit of a brighter future filled with potential and the promise of positive change. Our whisky is more than just a drink; it’s a celebration of Scotland’s rich heritage and an ode to the power of progress and determination.

The Glenwalk is a testament to the discerning palate, embodying the spirit of those who dare to dream big while remaining grounded. For the connoisseur within you, it’s more than just a drink—it’s an invitation to embark on a journey of self-discovery and exploration. With every sip, The Glenwalk inspires you to chart your own course and forge a unique path, embracing the freedom to soar to new heights while staying rooted in the rich traditions of Scottish whisky.

Born in Scotland’s picturesque Glens, The Glenwalk is a whisky that bridges the gap between tradition and innovation. Its unique blend, tailored to the Indian palate, is a testament to the spirit of perseverance and ambition that has characterized Scotland’s creative minds for centuries.

The ancient Scottish landscape has long been a source of inspiration, propelling artists, writers, musicians, and entrepreneurs to strive for greatness. The Glenwalk continues this legacy, inviting you to join a lineage of trailblazers who have dared to dream, create, and excel. As you savor the flavors of The Glenwalk, you too are invited to embrace the spirit of Scotland and embark on your own journey of ambition and success.

The Glenwalk is a masterful blend of the finest malt and grain Scotch whiskies, meticulously aged in a range of traditional oak casks. This time-honored process results in a refined and smooth dram, characterized by its fruity notes and warming spices.

The Glenwalk is a sensory symphony, captivating you with its deep brown hue and enticing aroma of sweet caramel, flapjack, and treacle. This opulent blend delights your senses, clinging warmly to both your glass and palate. Its rich and buttery texture ensures that the experience lingers long after you’ve taken your last sip, leaving you with a lasting impression of the whisky’s luxurious and indulgent character.

The Glenwalk is an homage to the majestic Scottish glens and the indomitable spirit of those who traverse their beauty. Our whisky embodies the essence of Scotland, meticulously crafted with an unwavering commitment to quality and authenticity. It is the perfect marriage of excellence and curiosity—a union that yields a blend that captures the heart and soul of Scotland’s rich heritage and timeless allure.

As you savor The Glenwalk, you are transported to the rugged landscape of the glens, where passion, ambition, and perseverance thrive. Each sip is an invitation to embrace the spirit of Scotland and embark on a journey of discovery, where the pursuit of excellence and the embrace of curiosity are celebrated and honored.

The Glenwalk is not merely a whisky—it’s an experience that transcends the ordinary, tailored for those who appreciate the intricacies and depth of flavor in a finely crafted spirit. To truly savor The Glenwalk, one must immerse themselves in its rich complexity, delighting in its enticing aroma and a symphony of flavors.

The grain lends a classic, timeless fragrance, while the fine malt infuses the blend with a vibrant, fruity character. As these elements dance on your palate, they culminate in a lingering note of sweet, smoky spice that leaves an indelible impression.

The Glenwalk is a testament to the artistry and skill of its creators, offering a sensory journey that speaks to the soul of the true connoisseur. It’s an invitation to explore the depths of flavor and to cherish the moments spent in its company.

The Glenwalkers are a distinguished community bound by their love for excellence, tradition, and the exceptional taste of The Glenwalk whisky. They embody sophistication and discernment, constantly seeking quality and authenticity in their choices.

United by their shared values and appreciation for the finer things in life, The Glenwalkers find joy in connecting with like-minded individuals, sharing stories and experiences that deepen their bonds. Their passion for The Glenwalk is a reflection of their commitment to time-honored techniques and a testament to their keen eye for superior craftsmanship.

Unapologetically bold and self-assured, Glenwalkers take pride in their refined taste and seek to inspire others to embrace their own journey of discovery and appreciation. As ambassadors of The Glenwalk, they embody the spirit of the Scottish glens and stand as a symbol of camaraderie, adventure, and the pursuit of the extraordinary.

The Glenwalk, Sanjay Dutt’s premium Scotch whisky brand, has been performing exceptionally well in the market, having sold over 50,000 cases (600,000 bottles) in the first seven months of the current financial year. The brand has established a strong presence across 10 states in India, with Maharashtra contributing over 45% of total sales, followed by Haryana (25%) and Uttar Pradesh (20%).

The Glenwalk is available in Maharashtra, Haryana, Goa, Daman and Diu, Delhi, Punjab, Chandigarh, Uttar Pradesh, Uttarakhand, and Madhya Pradesh, and plans to expand to five more states in the coming months. With ambitious expansion plans, the brand aims to increase sales by 500%, targeting 300,000 cases while expanding its footprint to over 18 states and five countries.

To cater to diverse consumer preferences, The Glenwalk introduced 1-litre bottles in October 2024, and will launch 200ml nips in November 2024. The introduction of these new formats is expected to significantly boost sales, with the 200ml nips anticipated to quadruple sales. The Glenwalk’s strategic pricing and commitment to quality have contributed to its remarkable growth, positioning it as a major player in India’s spirits market.

“It’s incredibly gratifying to witness The Glenwalk’s rapid ascent in such a short span. This achievement is a testament to the relentless efforts of our team and the unwavering support of our consumers. As we expand our footprint and introduce new formats, we’re excited to continue delivering exceptional experiences and solidifying The Glenwalk’s position as a leading global spirits brand,” said Mokksh Sani, Founder of Living Liquidz, Mansionz, and Co-founder of Cartel Bros.

The Glenwalk’s remarkable sales can be attributed to its competitive price point, ranging from Rs 1,550 to Rs 1,600 per bottle, according to Sani, Co-Founder of Cartel Bros. The brand’s success is further bolstered by having Bollywood actor Sanjay Dutt as its face, which adds a level of celebrity appeal.

Moksh Sani on expanding range to premium segment, he said, The Glenwalk will foray into the premium whiskies segment. “The company is working on building more blends, more age variance, because that’s one way that we can reach to a higher audience. I mean, masses are something that we started with. But we’re looking at the larger audience that we can appeal to. Hence, we’re looking at eight-year-old and 12-year-old blends, and then will go for 18-year-old blends,”

“You can see it has done amazingly well. And we entered in many, many states and countries as well,” Sanjay Dutt.

Moksh Sani, co-founder of Cartel Bros, has a deep-rooted history in the alcohol industry, with his family’s involvement spanning over 50 years. Starting with Living Liquids, a venture that began with a modest 5,000 rupees, the Sani family has built a successful enterprise that continues to evolve and innovate.

Under Sani’s leadership, Cartel Bros has emerged as a key player in the alcohol industry, with a focus on creating premium spirits that embody sophistication and quality. With expertise in crafting exceptional products and a strong distribution network, Cartel Bros is well-positioned to navigate India’s complex regulatory landscape and achieve its ambitious goal of reaching a 5,000 crore turnover within five years.

As the brand partner and face of The Glenwalk, Sanjay Dutt brings his star power and charisma to the brand, contributing to its rapid growth and record sales. Together, Cartel Bros and Sanjay Dutt have created a Scotch whisky that reflects their shared commitment to tradition, innovation, and excellence.

The Glenwalk, a flagship Scotch whisky from Cartel Bros, has continued its winning streak by clinching a Gold Medal at the esteemed India Wines and Spirits Award (IWS) 2024. This accolade follows the brand’s previous accomplishments, including a Gold Medal at ProWine 2023 and a Silver Medal at the 2024 International Spirits Challenge.

With a commitment to crafting a top-notch blended Scotch whisky, The Glenwalk has consistently impressed critics and enthusiasts alike. This latest recognition at the IWS 2024 Awards is a testament to the brand’s dedication to quality and innovation, and further solidifies its position as a leading player in the Indian spirits market.

As the face and part-owner of The Glenwalk, Bollywood superstar Sanjay Dutt has been instrumental in the brand’s success. His star power and genuine passion for the product have contributed to The Glenwalk’s popularity, making it a favorite among whisky aficionados in India and beyond.

The Glenwalk’s recent Gold Medal win at the India Wines and Spirits Award (IWS) 2024 underscores Cartel Bros’ dedication to quality and innovation in the spirits industry. The brand’s expertly crafted blend of fine malt and grain Scotch whiskies, matured in traditional oak casks, has garnered acclaim for its smooth, rich flavor profile.

As a favorite among whisky connoisseurs, The Glenwalk’s success can be attributed to its commitment to upholding the highest standards in taste and quality. With a deep brown hue and an enticing aroma of sweet caramel, flapjack, and treacle, this Scotch whisky is a testament to the art of distilling and a celebration of exceptional spirits.

SOCI Gin is the embodiment of the untamed and adventurous essence of the jungle, encouraging you to liberate your senses and embrace the freedom it inspires. Crafted with a unique blend of cold-pressed botanicals, this versatile spirit unveils layers of infused flavors that invite curiosity and exploration.

SOCI is an invitation to seek the unknown and revel in self-expression, a testament to the beauty of individuality and the thrill of discovery. Its bold character mirrors the wild spirit of the jungle, captivating those who seek a taste of the extraordinary.

Allow SOCI Gin to transport you to a world where secrets are unveiled, and the boundaries of the ordinary fade away. Embrace the spirit of adventure and let SOCI Gin become your companion on a journey of self-discovery and celebration of life’s untamed moments.

SOCI Gin, with its unique blend of botanicals including juniper berries, cardamom, coriander, oranges, pepper, and cucumber, is a creation of the House of Good Barrel Distillery Pvt Ltd. This craft liquor platform has collaborated with Living Liquidz, a venture founded by Mokksh Sani and Lalit Kalani, to bring forth this intriguing spirit.

The combination of these carefully selected ingredients results in an exciting flavor profile that is both bold and refreshing. It’s no surprise that SOCI Gin offers a unique tasting experience, as it comes from a collaboration between two entities that clearly value innovation and quality in the craft liquor industry.

Talking about the originality behind the name ‘SOCI,’ Lalit Kalani elaborated, “SOCI is all about shedding inhibitions and hence the Garden of SOCI and the serpent symbolise this. We are going for the animalistic vibe and drinks that make you feel alive. The jungle seems to come to life, creatures awakening from their mid-day slumbers, birds beginning to chirp incessantly, all making a move toward the watering hole for a much-needed drink. Shoulders rub, conversations unfold, and most importantly, curious discoveries make their way into the light – the true faces behind the masks are revealed. With that said, SOCI is inspired by the spirit of society, one that seeks and thrives on secrets and curiosity.”

Shedding a light on the inspiration behind creating SOCI Gin, Mokksh Sani said, “Gin, as a category, has been enjoying a steady increase in consumption over the past few years, and young Indian consumers are swaying towards gin because of its versatility. Consumers nowadays are open to experimenting and are constantly looking out for something new and are drawn towards artisanal & craft beverages. With SOCI, we want to offer younger drinkers a great quality liquid that is trendy, non-complicated, and easy to drink. A gin that helps drinkers be themselves – let go of their inhibitions and reveal their true identity to the world.”

SOCI Gin, a spirit that embraces the essence of nature, Its botanical blend, a result of passionate labor. Each ingredient, a harmonious fusion so bright, a symphony of flavors, a sensory delight.

Cucumber, citrus, and a chorus of herbs, in every sip, flavor impeccably preserves.

A gin so refined, it truly reigns supreme, A botanical bouquet, a mixologist’s dream.

SOCI Gin, a testament to distilling expertise, with its botanical blend, a delicious masterpiece.

An ode to the garden, with every drop so pure. A gin that lingers, forever to endure.

The enigmatic namesake of SOCI Gin draws inspiration from the legendary snake that is said to inhabit the depths of India’s lush jungles. Shrouded in mystery and intrigue, this elusive creature has captured the imagination of many, despite its existence remaining largely unconfirmed.

The choice of the Soci snake as the brand’s namesake speaks to the spirit’s own unique and elusive character. Much like the mysterious serpent, SOCI Gin is a rare and captivating find, offering a blend of botanicals and flavors that are both intriguing and alluring.

In essence, the name SOCI serves as a fitting tribute to the spirit’s enigmatic qualities, inviting those who encounter it to delve deeper into its secrets and uncover the mysteries that lie within.

SOCI Gin’s distinctive infusion of cucumber alongside other botanicals sets it apart from other gins, offering a fresh and invigorating twist to the classic spirit. This creative approach provides an ideal foundation for imaginative mixology, inviting both seasoned bartenders and at-home cocktail enthusiasts to experiment with a variety of flavor combinations and craft unique, palate-pleasing concoctions.

The inclusion of cucumber not only adds a subtle crispness to SOCI Gin, but it also contributes to its versatility. Whether you prefer a classic gin and tonic or are looking to create an entirely new cocktail recipe, SOCI Gin’s cucumber infusion ensures that every sip is a delightful journey for your taste buds.

In essence, SOCI Gin’s thoughtful infusion of cucumber opens up a world of possibilities for crafting exceptional, flavor-packed drinks that are sure to impress.