Cartel Bros’ The Glenwalk Strikes Gold at IWS 2024: A Milestone Achievement in the Indian Spirits Industry
Mumbai, 1st October 2024 – In what can only be described as a monumental achievement, Cartel Bros, the rising star of the Indian spirits industry, has struck gold—literally—at the prestigious India Wines and Spirits Award (IWS) 2024. Their flagship Scotch whisky, The Glenwalk, has been awarded a Gold Medal, further affirming its place as a top-tier contender in the global whisky landscape. This honor adds to The Glenwalk’s growing list of accolades, which include a Gold Medal at ProWine 2023, a Silver Medal at the 2024 London Spirits Competition, and a Silver Medal at the IWSC 2024.
The Glenwalk’s rapid rise to success since its launch in June 2023 is not only a testament to the quality and craftsmanship behind the brand but also signals the growing influence of Indian brands on the international spirits scene.
The Rise of The Glenwalk: A Testament to Quality
When Cartel Bros introduced The Glenwalk to the market, the whisky world took notice. Crafted with the finest Scotch malts and grains, aged for three years, and distilled in Scotland by one of the top three manufacturers in the world, The Glenwalk has quickly become a favorite among whisky connoisseurs and casual drinkers alike. The Glenwalk’s rich, dark color, accompanied by the enticing aromas of treacle, flapjack, and sweet caramel, draws enthusiasts in. Once tasted, its luxurious mouthfeel, coupled with lingering hints of fruit and spice, leaves an unforgettable impression on the palate.
What makes The Glenwalk particularly exceptional is its ability to deliver this high-quality experience at an accessible price point. By doing so, Cartel Bros has successfully created a whisky that appeals to a wide audience, from seasoned whisky drinkers to those just beginning to appreciate the complexities of Scotch whisky.
The quality of the product is undoubtedly a key factor in its success, but The Glenwalk’s growth can also be attributed to the vision and dedication of the Cartel Bros team, led by co-founders Mokksh Sani, Jitin Merani, Rohan Nihalani, Manish Sani, and their Chief Business Officer Neeraj Singh. Together, they have driven the brand’s ambitious expansion strategy and overseen every step of the product’s development, ensuring that The Glenwalk would stand shoulder-to-shoulder with some of the best Scotch whiskies in the world.
The Gold Medal at IWS 2024: A Milestone Achievement
Winning a Gold Medal at the IWS 2024 is a monumental achievement, not just for The Glenwalk but also for the Indian spirits industry as a whole. The India Wines and Spirits Awards are one of the most prestigious events in the beverage industry, with international recognition and rigorous standards for evaluation. A panel of experienced judges, including sommeliers, spirit experts, and industry professionals, assess entries based on several criteria, including taste, aroma, appearance, and overall presentation. For The Glenwalk to earn a Gold Medal in such a competitive arena speaks volumes about its superior craftsmanship.
A Dream Realized: Words from Cartel Bros’ Leaders
The Glenwalk’s success is the realization of a dream for Mokksh Sani, Founder of Living Liquidz and Mansionz, and Co-founder of Cartel Bros. In an emotional statement following the IWS victory, he shared:
“When we started this journey, we dreamed of creating a Scotch whisky that would stand shoulder-to-shoulder with the best in the world. To see The Glenwalk honored with a Gold Medal at the IWS is a dream come true. It’s a testament to the passion, dedication, and hard work of our entire team. This award is a validation of our belief in India’s potential to produce world-class spirits.”
These words reflect the commitment that Cartel Bros has demonstrated in developing a product that meets international standards while maintaining a strong connection to Indian heritage. Their vision was not just to create another whisky but to produce a product that would elevate India’s standing on the global stage.
A Blend of Scotland and India: A Spirit of Two Worlds
The Glenwalk’s appeal lies not just in its premium quality but also in its unique identity that marries Scotland’s rich whisky-making tradition with India’s unique spirit. This fusion has captivated audiences globally, and none have been more vocal about its excellence than the brand’s celebrity ambassador, Sanjay Dutt. Dutt, one of Bollywood’s most iconic actors, has been a passionate advocate for The Glenwalk. After the Gold Medal win at IWS, Dutt expressed his pride in being associated with such a groundbreaking brand:
“The moment I first tasted The Glenwalk, I knew it was something special. It’s a whisky that captures the essence of Scotland’s rich heritage while also reflecting India’s unique spirit. This Gold Medal win is a well-deserved recognition of the exceptional quality and craftsmanship that goes into every bottle. I’m incredibly proud to be associated with a brand that’s making such a significant impact on the global spirits industry.”
Dutt’s endorsement highlights The Glenwalk’s ability to resonate not just with whisky connoisseurs but also with a broader, more diverse audience.
Strategic Expansion and Global Recognition
The Gold Medal at IWS 2024 is just the latest in a series of triumphs for Cartel Bros. Since its launch, The Glenwalk has been recognized on several international platforms, winning Gold at ProWine 2023 and Silver at both the 2024 London Spirits Competition and IWSC 2024. These accolades underscore the brand’s consistent commitment to quality and innovation.
Beyond awards, Cartel Bros has been aggressive in expanding both its domestic and international reach. Within just a year of launching The Glenwalk, Cartel Bros has successfully established operations in six Indian states and partnered with over 30 distribution partners, an impressive feat for any new AlcoBev startup. This strategic expansion has not only strengthened the brand’s presence in India but also set the stage for global recognition.
A Bright Future for Cartel Bros and The Glenwalk
As The Glenwalk continues to collect accolades and expand its reach, the future looks exceptionally bright for Cartel Bros. The Gold Medal win at IWS 2024 is a significant milestone, but it is only the beginning of the brand’s journey to becoming a major player in the global spirits market.
The combination of exceptional quality, strategic marketing, and a strong leadership team puts Cartel Bros in a prime position to challenge some of the most established whisky brands worldwide. As they continue to innovate and grow, it’s clear that The Glenwalk is not just a product—it’s a symbol of the future of Indian spirits on the global stage.
In conclusion, Cartel Bros’ The Glenwalk has proven that with passion, dedication, and an unwavering commitment to quality, Indian spirits can compete and triumph on the world stage. The Gold Medal at IWS 2024 is a victory not just for Cartel Bros but for the entire Indian AlcoBev industry.
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