How Celebrity-Owned Alcohol Brands Are Changing India’s Drinking Culture

India’s alcohol industry is seeing a noticeable shift as celebrities move beyond endorsements and step into the business side of spirits. From Bollywood actors to musicians and cricketers, several well-known personalities are now backing premium alcohol brands that aim to connect with younger, experience-driven consumers.

One of the biggest names in the space is Sanjay Dutt, who co-owns Glenwalk, a whisky brand positioned as a premium yet approachable label for Indian consumers. The brand has gained attention for blending celebrity appeal with the growing demand for homegrown premium spirits.

Rapper Badshah has also entered the market with Shelter 6, a vodka brand designed around themes of individuality, nightlife, and modern luxury. The six-times-distilled vodka reflects the broader trend of celebrity-backed brands focusing not just on the drink itself, but on building a cultural identity around music, fashion, and lifestyle.

Meanwhile, Shah Rukh Khan and his son Aryan Khan have expanded into the premium whisky and vodka market with D’YAVOL, a luxury spirits collective that positions itself in the high-end segment. The brand reflects how celebrity-led ventures are increasingly targeting aspirational consumers who are willing to spend more on premium experiences.

Cricketer Yuvraj Singh has also joined the movement with FINO Tequila, bringing the growing global tequila culture into India’s evolving premium beverage scene. The brand’s launch highlights how Indian consumers are becoming more experimental with spirits beyond traditional whisky preferences.

The rise of these brands comes at a time when India’s alcohol market is rapidly premiumising. Industry reports and market discussions point to consumers increasingly preferring “drink better, not more” experiences, with premium spirits, craft beverages, and lifestyle-driven branding becoming key growth drivers.

What makes these celebrity-backed ventures stand out is their focus on storytelling and culture. Instead of functioning purely as vanity projects, many of these labels are positioning themselves as lifestyle brands tied to nightlife, music, fashion, and social experiences. That shift is gradually reshaping how younger Indian consumers engage with alcohol — less as a routine purchase and more as part of a curated identity and experience.