
Bollywood’s Alcohol Gold Rush — Why SRK, Ajay Devgn and Sanjay Dutt Are Betting Big on Premium Spirits
India’s $52.4‑billion alco-bev industry is attracting A-list celebrities like never before. Shah Rukh Khan and his son Aryan Khan partnered with Radico Khaitan to launch D’Yavol tequila. Ajay Devgn launched a single malt priced at ₹60,000 per bottle. Sanjay Dutt’s Scotch whisky brand The Glenwalk has reportedly earned him ₹15 crore in 45 days. This article examines the economics of celebrity-owned liquor brands, the shift from mere endorsements to ownership, and why premium spirits have become Bollywood’s most intoxicating investment.








