Cartel Bros. Makes Middle East Debut with Unveiling of Glenwalk Whisky in Dubai
Dubai, June 2024 Cartel Bros has launched The Glenwalk, its premium blended Scotch whisky, at the Travel Retail Consumer Forum ’24 in Dubai, marking a significant milestone in its international expansion. The Glenwalk, which has already garnered international acclaim with a Silver Medal at the London Spirits Competition 2024, is set to make a strong impact in the Middle East market.
Within a year of its launch in June 2023, The Glenwalk has achieved rapid success in India, partnering with over 25 distribution partners across five states—a notable achievement for a new AlcoBev startup. The Middle Eastern launch is a strategic move to further establish The Glenwalk as a preferred choice among whisky enthusiasts in the region.
Sanjay Dutt, Bollywood superstar and co-owner of The Glenwalk, has been pivotal in the brand’s swift rise. His involvement has significantly contributed to the brand’s reputation and international expansion. Dutt’s star power and commitment to quality have been instrumental in positioning The Glenwalk on the global stage.
The Glenwalk will be available across all duty-free shops in the Middle East by the end of July 2024, following a successful alliance with Ospree Duty-Free, an Adani company. To ensure regulatory compliance and effective market penetration, Cartel Bros has partnered with Gulf Beverages, a well-established company in Dubai. This strategic partnership will support Cartel Bros in enhancing brand recognition and delivering prominent initiatives.
The founder of Living Liquidz and co-founder of The Glenwalk, Mokksh Sani, said, “We entered the Middle East with the strategic goal of carving out a niche in the AlcoBev industry.” Partnering with Gulf Beverages ensures we meet all regulatory requirements and provides a strong platform for growth in this region.”
Expressing his enthusiasm, Sanjay Dutt remarked, “The Middle East has always been kind to me, and I am confident that this will help The Glenwalk receive a warm welcome. Our unique blend is crafted to meet international tastes, and I look forward to seeing it embraced by whisky lovers here.”
Cartel Bros is also planning to expand into the Canadian and Australian markets within the next 90–120 days, reflecting its broader strategy to establish The Glenwalk as a prominent name in the global spirits market. The launch in Dubai and upcoming presence in Middle Eastern duty-free shops signify the brand’s commitment to delivering a premium Scotch whisky experience to discerning consumers worldwide.
