Bollywood’s Alcohol Business Is Bigger Than You Think | Living Liquidz | Raj Shamani Clips

Added: 2026-06-01

[00:00:03]How do people find out about your brand and you can't market it? So, how would the things in sorry alcohol Dubai duty free inside this behemoth of 500 5,000 I don't know world of alcohol? How would somebody know this brand exists also?

[00:00:25]>> So, we do advertise with them in inflight magazines. We do advertise with uh on their uh on their apps.

[00:00:35]>> Mhm.

[00:00:35]>> There is a duty-free app specially. Uh so we do advertise in all of that.

[00:00:40]>> Okay. Okay.

[00:00:40]>> And that does help us and um you know having Sanjat with us as a partner definitely helped because the word of mouth had already spread uh that Sanjat has launched his own whiskey.

[00:00:59]>> Even in India though we can't advertise but it was a business news.

[00:01:03]>> So as a business news we had at least 200 over 200 articles >> written out >> in the first three months itself.

[00:01:11]uh through various media channels right from Tabs of India to all the reputed channels uh NDV had an uh a showcase they had a slot for us I remember so I I think uh we had enough publicity and enough word of mouth >> so to drive demand >> we were a household name >> when we when we launched >> so it's a celebrity that worked >> it definitely I give Sanjud the credit and uh he's been a integral part of our company.

[00:01:41]>> So that's why you have multiple celebrities with you.

[00:01:43]>> That's why I have multiple celebrities.

[00:01:45]>> How many celebrities you work with now?

[00:01:49]>> With every celebrity. Our company's policy is that we don't uh mix brands with any celebrity. Okay.

[00:01:55]>> We've given them one month segment. So if scotch is with someone, I will not do a scotch with someone else. If whiskey is with someone, I will not do a whiskey with someone else. And that's how we've segmented it.

[00:02:04]>> Okay. Okay. So today with Glenwalk there Sanjad with Glen Journey as a single malt is AJ uh Ajayvkan with Watka we have Bacha we've just signed uh Seph with my Irish whiskey.

[00:02:20]>> Okay >> and we've signed Bunavan for ready to drink.

[00:02:25]>> Okay. So we currently have five >> right to drink type or you can say uh breezer type is is what we are eyeing at we're launching that in the next two months.

[00:02:38]>> So se and are going to launch >> se and von in the next 2 months 3 months will be launched >> and we have another five celebrities in the pipeline for this year.

[00:02:46]>> You've already signed them >> conversations going on >> conversations going. So now my question was why every celebrity wants to work with you and >> because we've proved oursel uh we've done 300,000 cases last year that's 25 26 we've done 300,000 cases uh we're the fastest growing brand at least in Maharashtra if not in the country but in the country we've been able to reach 16 states in the last 2 years. This year we will reach 28 states >> and uh six countries we are already in.

[00:03:34]So internationally we are in six countries and 16 states in in India.

[00:03:38]>> Crazy.

[00:03:39]>> There's a trust that they've they've seen in me. I have proved myself and I think uh every celebrity somewhere sees that if we could do it with Sanju I'm sure I can do this again with them and there's there's clarity uh in the business I'm not I don't mix brands with anyone everyone has a different company under which they are there every celebrity with me is in a different company he is the stake owner of his company along with me so >> and Whose brand are you bullish on next?

[00:04:16]Next concai fast. This would be >> I think next my money would be on Vun and uh probably I would want all my do >> but uh I see the fastest segment would be Vun because at 20 rupees or 150 rupees uh ready to drink which will be rum based, gin based and a wine based category. We're doing the similar thing with batcha, vodka based, uh ready to drink. That's the reason my money is with Bacha and with Vun >> uh because that's going to pick up.

[00:05:02]>> Who do you think is better to build an alcohol brand with a Bollywood actor, a pop star or some creator who's now become big?

[00:05:15]or like a comedian like for example Samarana building a brand or like uh Bhan Bum building a brand or then maybe then doing Karan from pop culture and then Bollywood may who would be the top right now let's say Rani Kapoor or I don't know I would definitely love to work with Kapoor from all of these names and Samana because I know their following I know what uh what they bring on the table and So, >> so what would you build with let's say Reanbir Kapoor?

[00:05:48]>> A a good cognac.

[00:05:50]>> Okay. Expensive.

[00:05:52]>> Expensive. High-end.

[00:05:53]>> Highend.

[00:05:53]>> It has to be highend.

[00:05:54]>> And s >> could be something fun. Could be something with some could be a beer.

[00:06:04]>> Okay. But beer you don't want to enter.

[00:06:06]>> I don't want to enter. But with some I would do in beer because his audience is very, >> you know, his his Yeah. His his audience is more younger, more chirpy, >> but brezer type sort wouldn't work with him.

[00:06:18]>> It would it would a rate to drink also would work with some but it's already gone for me.

[00:06:24]>> Okay. So So you would spend more on quality than on anything.

[00:06:28]>> I will.

[00:06:29]>> But you wouldn't do let's say concert marketing, branding, all that stuff.

[00:06:33]>> No, we have branding.

[00:06:35]>> We will we do it and we have to do it.

[00:06:37]So I think uh we've already gotten that side of the business uh including bar brandings including uh we've started making uh clubs now on our name. So club bars we've started developing on our name. So you will soon have a Glenwalk bar in Bandra.

[00:06:58]>> You will have a Glen Journey bar in Bandra.

[00:07:00]>> So those bar would be operated by you.

[00:07:03]not necessarily operated by us but uh the brand the the name of the bar is is behind >> so some club inside that the bar would be yours >> and >> we we're talking to Kajim Khana so it's okay we already we've not signed but I think by the time this will air >> it'll we'll have it >> so inside Kajim Khana there used to be a black dog bar >> okay >> years back >> it's changing >> it's changing to Glenwalk >> are you scared of the giants do they not trouble you >> the companies.

[00:07:35]>> Uhhuh.

[00:07:37]>> I'm the largest retailer to them.

[00:07:42]>> So, no, but that way uh I don't think uh as I said, I I think there's enough space for everyone. There's no there's no need to be scared of anything as such.

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