India’s festive drinking culture is evolving, and celebrity-owned spirits are playing a visible role in this shift. More than just premium bottles on a shelf, these brands reflect the personalities, values and lifestyles of the stars behind them. From expressive vodkas and bold agave spirits to refined single malts and approachable Scotch whiskies, these labels are finding their place at festive tables across the country.

Badshah’s Shelter 6 is a vodka that mirrors his rhythm, confidence and creative energy. Distilled six times in Russia, the liquid is refined and ultra-smooth, designed for those who stand out without seeking approval. Shelter 6 represents individuality and inclusivity, celebrating self-expression, music, late nights and memories that last, this vodka is positioned for people who live life unapologetically and on their own terms.

Actor Karan Tacker brings a playful edge to the spirits space with EL GOONDA, a 100% agave spirit that is bold, smooth and full of character. Proudly Made in India, the brand speaks to a younger, experimental audience that enjoys cocktails and cultural experiences. With variants like Picante, Café and Strawberry, EL GOONDA caters to different moods and social moments. More than just a drink, it presents itself as a lifestyle built around fearless choices, shared laughter and memorable nights with friends.

Ajay Devgn’s The GlenJourneys takes a quieter, more reflective approach to luxury. The 21-year-old single malt whisky is crafted for those who appreciate depth, patience and heritage. Smooth and complex, it reflects Ajay Devgn’s belief that true luxury does not need to be loud. The brand celebrates passion, adventure and excellence, beginning with a global travel retail launch, followed by the introduction of an exclusive Cask Series for whisky enthusiasts in India.

Sanjay Dutt’s The Glenwalk is a blended Scotch whisky that reflects warmth, boldness and approachability. Designed to feel familiar rather than intimidating, the whisky offers smooth, comforting flavours that unfold gently. The Glenwalk was created with the intention of making premium whisky enjoyable for everyone, not just connoisseurs. It stands for shared moments, lively conversations and celebrating life with openness and joy.

Together, these four brands highlight how celebrity-owned spirits are shaping modern drinking habits in India. Each label carries a distinct identity, inviting consumers to choose not just a drink, but a story and a mindset. Whether it is the clarity of vodka, the punch of agave, the depth of a single malt or the warmth of a Scotch, festive celebrations now come with a personal touch poured straight from the star behind the bottle.