The Indian vodka market witnessed a growth of more than 12 per cent CAGR from 2017-18 to 2022-23. The growth continues at a steady rate courtesy of the popularity of this clear spirit in the country in terms of versatility, increase in the disposable income of consumers, rise in party culture, and increase in the number of bars. Considering the growth rate, several big and small players in the liquor market are introducing either variations, flavours, or bringing in premium brands to grab the attention of consumers.
Bollywood actor Shah Rukh Khan’s son and aspiring filmmaker Aryan Khan is one of the latest minds to have his eyes on a piece of this pie (or should we say a sip of this white spirit). Aryan recently announced his entry into the world of business and it’s going to kickstart with the launch of premium vodka. The 25-year-old, along with his business partners Bunty Singh and LetiBlagoeva, launched Slab Ventures, which houses D’yavol (meaning devil in Bulgarian), a luxury lifestyle collective.
This collective aims to curate items across the categories of fashion and beverages, and the premium spiritbrand named D’yavol Vodka will be its first launch, and his company has partnered with the world’s largest brewer Anheuser-Busch InBev (AB InBev).
According to news reports, the star kid’s company will also unveil a limited-edition apparel collection soon, and eventually, tap into the brown spirits market too. Aryan announced the launch of D’yavol through an Instagram post and mentioned that it has taken five years for this project to launch. This news comes days after he shared on the social media platform that he has finished penning the script for his directorial debut. This script is expected to turn into a web series that may go on floors in 2023.