Move over endorsements. India’s biggest celebrities — from Bollywood superstars to cricket icons — have decided they don’t just want to be the face on the bottle. They want to own the bottle. In 2025, the Indian premium spirits market saw an extraordinary wave of celebrity-launched alcohol brands, and the trend is showing no signs of slowing down.
From whisky and vodka to artisanal tequila, here’s everything you need to know about which stars went from the silver screen to the spirit shelf — and why this trend is bigger than just a vanity project.
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Why Are Celebrities Rushing Into Alcohol Brands?
It’s not hard to understand the appeal. According to industry experts, a famous face provides instant trust and a ready-made personality that traditional brands invest heavily to build — essentially a shortcut to that crucial first consumer trial. Add to that the fact that celebrity whiskies grew 8% by volume in 2023 compared with just 2% growth for whisky overall, and celebrity tequilas surged 4% even as the broader spirits market matured — the numbers make a very compelling business case.
India’s alcoholic beverages market is booming, and industry revenue in India in 2025 is projected at around $55.3 billion, with in-home consumption dominating the sector. Indian Retailer Celebrities clearly want a slice of that pie. For more on India’s growing sports and entertainment business crossover, head over to Technosports.
The 2026 Celebrity Alcohol Launches: All the Big Names
🥃 Ranveer Singh — Rangeela Vodka
Ranveer Singh co-founded RANGEELA Vodka in partnership with ABD Maestro, a subsidiary of Allied Blenders and Distillers Ltd. The triple-distilled, platinum chill-filtered vodka is marketed as bold, vibrant, and ‘filmy’, aimed at young, trendsetting consumers, debuting in Maharashtra at Rs 2,400 for 750ml. Business Today Very on-brand for the man who has never done anything quietly.
🥃 Ajay Devgn — GlenJourneys
Ajay Devgn entered the whisky space with GlenJourneys, starting with a limited 21-year-old Highland single malt. Only 600 bottles were released, priced at around Rs 60,000. The Pioneer Edition established the brand’s reputation for craftsmanship and exclusivity, while the Cask Series — finished in Rum, Bourbon, and Sherry casks — is priced at Rs 6,409.
🥃 Yuvraj Singh — FINO Tequila
FINO stands for “Failure Is Not an Option” — a mantra that echoes Yuvraj Singh’s own life journey. Business Today This artisanal tequila label is co-founded with a group of Indian-American entrepreneurs and comes in four variants: Blanco, Rosado, Reposado, and Añejo, available across Delhi, Haryana, Maharashtra, and duty-free stores. ThePrint A fitting tribute from one of India’s most resilient sportsmen.
🥃 Rana Daggubati & Anirudh — Loca Loka
Rana Daggubati and music composer Anirudh Ravichander, along with entrepreneur Harsha Vadlamudi, launched Loca Loka tequila — crafted from agave grown in Jalisco, Mexico, in a distillery where Western classical music is played during ageing, a nod to the founders’ cultural sensibilities. The brand’s Blanco Tequila won a Gold medal and Reposado earned Silver at the 2025 San Francisco World Spirits Competition.
🥃 Badshah — Shelter 6 Vodka
Shelter 6 Vodka, co-founded by rapper Badshah, is produced in Russia and undergoes six rounds of distillation using glacial lake water, resulting in a clean, smooth finish. The name and the process both carry a signature sense of precision that fans of the rapper will recognise immediately.
🥃 Karan Tacker — EL GOONDA Tequila
Actor Karan Tacker’s tequila EL GOONDA is a 100% Indian-grown agave spirit, available in Silver and Reposado, along with Picante, Café, and Strawberry variants. Prices start at Rs 1,499, with compact 180ml bottles designed for festivals and house parties.
Celebrity Alcohol Brands at a Glance
| Celebrity | Brand | Type | Starting Price |
|---|---|---|---|
| Ranveer Singh | Rangeela Vodka | Vodka | Rs 2,400 |
| Ajay Devgn | GlenJourneys | Single Malt Whisky | Rs 6,409 (Cask Series) |
| Yuvraj Singh | FINO | Tequila | Rs 13,889 (Blanco) |
| Rana Daggubati + Anirudh | Loca Loka | Tequila | — |
| Badshah | Shelter 6 | Vodka | — |
| Karan Tacker | EL GOONDA | Tequila | Rs 1,499 |
| Shah Rukh + Aryan Khan | D’YAVOL | Whisky / Vodka | Rs 6,000+ |
Does Star Power Actually Sell Spirits?
The honest answer? It gets people through the door — but only the product keeps them there. Industry veteran Vikram Achanta puts it perfectly: “A celebrity can open the door, but they can’t keep people in the room if the product doesn’t deliver.” Business Today Brands like Loca Loka earning international awards suggest that at least some celebrities are taking the craft seriously, not just slapping their face on a bottle.
Keep up with the latest in celebrity business ventures and sports news at Technosports.
FAQs
Q: Which Bollywood celebrity launched the most exclusive and expensive alcohol brand in 2025?
Ajay Devgn’s GlenJourneys takes that crown — his Pioneer Edition 21-year-old Highland single malt was released in a limited run of just 600 bottles priced at approximately Rs 60,000 each, making it one of the most exclusive celebrity spirit launches in India.
Q: What makes Yuvraj Singh’s FINO Tequila stand out from other celebrity alcohol brands in India?
Beyond the premium four-variant lineup crafted from Blue Weber agave in Jalisco, Mexico, the brand’s name — “Failure Is Not an Option” — carries genuine personal weight given Yuvraj’s well-documented battle with cancer and comeback story, giving it an emotional authenticity most celebrity brands lack.
