The Indian celebs in recent years have left the world of entertainment to enter the alcohol business, not only endorsing but also creating exclusive and premium products. Whether it is whisky or tequila, these celebrities are adding the technique to the stardom and reformation of Indian brands locally as well as globally.
This growing trend communicates more than just a diversification of celebrity portfolios—it is indeed the signal of the shifting Indian alcohol consumers’ perception, a sector that has always been dominated by overseas brands. Indian cinema’s most prominent star, Shah Rukh Khan, and his offspring, Aryan Khan, are protagonists of such transformation.
Their brand D’Yavol launched a flagship premium scotch blend, INCEPTION, which has already won accolades like the ‘Best Overall Scotch’ at the New York World Spirits Competition 2024. With eight rare single malts aged up to 12 years, the Khan duo has emphasized quality and exclusivity, aligning their personal brand with sophistication and luxury.
Similarly, actor Rana Daggubati has introduced Loca Loka, a tequila brand that combines Indian spices with Mexican agave. This cultural fusion speaks to Daggubati’s creative vision of appealing to both Indian and global audiences. The brand isn’t just selling tequila—it’s telling a story that resonates with the heritage of two rich, colorful cultures.
Engagement in the production of alcoholic drinks is not something new for some stars. Danny Denzongpa, one of the early adopters, decided to establish Yuksom Breweries in 1987. This Sikkim-based brewery, which has been grounded on local pride, has emerged as the third biggest beer brand in India, boasting a wide range of craft beers. Years ahead of the tycoons joining such businesses, Denzongpa had declared that locality must be the first criterion in order to further the brand in the country.
Another noteworthy name is Sanjay Dutt, whose whisky brand, The Glenwalk, has carved out a niche in the mid-premium market. Priced between ₹1,500 and ₹1,600, the scotch, which is traditionally oak-aged, receives a favorable response from a broad spectrum of people. For instance, the brand has been able to sell more than 600,000 bottles in just seven months of its introductory period, showing that the brand has had a firm market positioning.
However, these enterprises are not just some numbers on the global trade map. Indian-made spirits were considered of lower quality at one time than international ones, but they are now becoming internationally known. Not only are brands like D’Yavol and Loca Loka getting known in local Indian markets, but they have also increased Indian liquor’s worldwide reputation through wins and stereotyping.
What makes these celebrity brands different is the direct involvement of the stars. They are not just adding their names to the product but involving themselves in the creation and branding. Such authenticity has a strong impact on customers, who are increasingly inclined to look for good workmanship and quality.
The alcohol industry in India has been known to have a mass-market image, but this is slowly changing because of the involvement of a number of celebrities. The market has been transformed to be more of a premium market, combining innovation and star power and piecing together curated very special excursions for their fans. These brands are, therefore, not only addressing consumer demands but also grooming India to be a major player in the global spirits market.
Thus, with the consistent growth of these start-ups, they will certainly act as an inspiration to young enterprisers and hence fortify India’s standing as the haven for the production of extraordinary alcohol. Its bottom part has been headed with the passion and craftsmanship that has been taken over by famous people in India, which is the reason why they are raising their glasses to a new time in their liquor industry now.
